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What should we include in our next health center?
Challenge Type: business
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89 months ago

Capital BlueCross is a health insurance provider using retail locations to transform from a business-to-business model to a consumer driven market. As part of this strategy we have opened two brick-and-mortar locations and implemented a mobile store (on-wheels). The development of the retail model was all about innovation, service, convenience, and choice.

First, we wanted to make sure our individual and small business customers could pay bills and talk face-to-face with an expert to better understand their health benefits. We then took it a step further and developed the concept of a 360 degree health and wellness model. Offering a full service café, fitness center, diagnostics from registered nurses, physician seminars, health counseling, a small art gallery, and even play areas for kids all in one space.

Our intentions have not changed, and the goal of our innovation is to improve the overall member experience, with a sustainable focus on delivering a one-of-a-kind service experience to our members. As Capital BlueCross continues to evolve and adapt to today’s consumer-driven market, the Capital Blue retail model will play a pivotal role in transforming the way consumers look at their insurance provider.


Before we build our third location, we’d like your input on what would best serve our members and community. Specifically, we’d love to better serve you - the millennial generation.

Submit the following:

1. What would attract you to one of these health centers? Feel free to propose a service, activity, technology, campaign, physical store attribute or other offering.

2. Why would your concept be engaging for millennials? How frequently would they engage?

3. How would this concept encourage a healthy lifestyle?

4. Would access to a similar retail location have an influence on your health insurance purchasing decision? Please explain.


Top ideas will propose novel ways to encourage healthy habits among young individuals and explore behaviors that will inform our approach to this demographic. Avoid ideas that focus on a spa-like experience (massages, saunas, etc).

Preference will be given to submissions that include diagrams, photos, sketches, or storyboards that bring your concept to life.

Solutions that don't recognize that the health center is not purely a gym will not be considered

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Reward Tiers
5 Winners
will receive $150 each
5 Honorable Mentions
will receive $50 each
$150.00 Zachary Risher Texas A&M University
$150.00 Devika G Neomed
$150.00 AJ Schenck dom
$150.00 Danielle Gamutan University of Nevada, Las Vegas
$150.00 Jennifer Kuckuk University of Wisconsin
$50.00 Adriana Thomas University of Georgia
$50.00 Annie Campbell Whitworth
$50.00 Adam Jenkins University of Cincinnati
$50.00 Kelly Pawlak Virginia Polytechnic Institute and State University
$50.00 Austin Pearl Babson College
Submission questions

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