Innovation at Insigne Health

Insigne Health is a fictional for-profit, integrated health insurer/health care provider whose leadership believes that by shifting members’ focus from “sickness” to “well-being” it could increase the overall health of its insured population and decrease the resources it spent each year on delivering care. The case puts students in the role of design researcher charged with understanding the member segment about which Insigne Health leadership is most concerned: the “silent middle.” This cohort represents 70% of membership. They are “neither sick nor well,” and may, without changes in a range of behaviors, be quietly developing conditions that will evolve into costly chronic diseases. From interviews included in the case, students uncover insights into member behavior and, based on these insights, generate and develop concepts to help members change behaviors and lead healthier lives.