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As big changes in the health care space loom, WellPoint is embracing a digital-heavy strategy.

Last October, the health-care giant, which is a licensee of Blue Cross Blue Shield, launched an app called WellPower, which tracks and incentivizes users’ physical activity. Almost a year later, the company analyzed the behavior of more than 100,000 users and found that people on Facebook are most interested in quizzes and “interactive learning,” the company told Ad Age. It’s one finding that will help inform the company’s strategy beginning in October, which marks the first time consumers will be able to purchase health insurance through new, state-run online exchanges as part of the Affordable Care Act.

The period during which consumers can purchase a plan is called open-enrollment, and it’s a critical time for insurers to attract new consumers and gain share in the crowded insurance market. WellPoint, one of the largest health benefits companies in the U.S., is placing its bets on analytics and digital marketing, as well as new digital and social agency Rokkan, according to the health care company’s CMO Patrick Blair.

Continue reading at AdAge.com