Content Strategy for Modern Wellbeing Programs
The most effective wellbeing programs are built around content that people actually want to engage with. That means going beyond volume and focusing on relevance, accessibility, and real-world impact.
This client story with Jenn Lowry, VP of Product and Strategy at Navigate, takes a closer look at how wellbeing content can be used strategically to drive engagement and support long-term program success. The featured insights include setting clear goals, measuring engagement in meaningful ways, and building a content strategy that supports both participant needs and business objectives as programs grow.
1. What goals were you trying to achieve when you first started integrating CARAVAN’s content?
When we first integrated CARAVAN’s content, our primary goal was to enhance user engagement by delivering high-quality, science-backed wellbeing resources that resonate with diverse audiences. We aimed to broaden the reach of our wellbeing platform, deepen user connection, and ultimately support holistic health outcomes through personalized and accessible content across our pillars of wellbeing.
2. What results did you see, and what impact did it have on your organization?
Since integrating CARAVAN’s content, we have seen a marked increase in user engagement, including a 21% rise in video course enrollments, as well as significant year-over-year growth in unique and total logins to the Navigate platform. Additionally, partnering with CARAVAN has enabled us to offer relevant content to our participants across our pillars of wellbeing while providing more resources that align with our clients’ goals.
3. How has increased content engagement impacted your overall program goals or business outcomes?
The increase in content engagement has significantly strengthened our platform experience for participants and positively impacted client satisfaction. Offering refreshed content and tools that empower participants to achieve healthier, happier lifestyles enables us to better meet our clients’ goals and enhance wellbeing results. This engagement has directly contributed to sustained behavior change and improved wellbeing metrics among users. From a business standpoint, it has opened new opportunities and reinforced our position as one of the leading wellbeing tech partners in the industry.
4. How do you measure whether your content is truly engaging your audience?
We utilize a combination of quantitative and qualitative metrics to measure engagement—tracking KPIs like page views, session duration, enrollment, and course completion. We complement these with user feedback surveys to gauge resonance and relevance.
5. How has your content strategy evolved alongside your business goals, and what plans do you have for new channels, formats, or audiences in the future?
In the wellbeing industry, we continuously analyze emerging trends to ensure our content topics remain highly relevant—not only engaging our participants but also addressing the evolving needs of our clients. By focusing on the challenges employers face today, we align our content strategy with both participant interests and business objectives. Moving forward, we will continue to focus on data-driven personalization of the wellbeing experience for our participants, ensuring they receive the right resources at the right time—meeting them where they are in their journey.
6. What approaches do you take to ensure your content model is both sustainable and scalable as your audience and goals grow?
We utilize audience insights and performance metrics to inform our content planning, allowing us to concentrate efforts on the most impactful areas while also anticipating emerging trends and evolving audience needs to stay ahead in delivering valuable content. We also actively listen to the feedback from our clients to ensure our content remains relevant and effectively meets their needs. Additionally, we have leaned into our partnership with CARAVAN, who provide expert recommendations on how content can be paired and optimized to best align with our goals.
As the wellbeing industry continues to modernize, this client story offers a clear example that strong outcomes are built through thoughtful content strategy and collaboration. Aligning high-quality resources with clear goals, ongoing measurement, and intentional partnerships creates a foundation for scalable, sustainable wellbeing programs.
About Jennifer Lowry:
Jenn Lowry is the Vice President of Product and Strategy at Navigate, where she leads product innovation and ensures offerings align with the evolving needs of clients. She oversees product development, strategic partnerships, and program efficacy, helping Navigate Wellbeing Solutions stay at the forefront of the wellbeing market.
About CARAVAN:
CARAVAN Wellness is the #1 global leader in high-quality wellness video content. CARAVAN impacts millions of people by helping organizations, influencers, and leaders all around the world, to increase the power of their brand, create impact opportunities, engage new audiences, and develop healthier and happier communities. At CARAVAN, we envision a world where everyone can access all the best health, fitness, and wellness practices, techniques and rituals – no matter your age, income, or location. Learn more at caravanwellness.com
