Flex-ray

Cigna Healthcare

Experiential / Digital product / Visual Identity / CRM / Social toolkit

Tackling one of the most ignored and serious medical conditions in the world

Good musculoskeletal (MSK) health is crucial to maintaining an active, healthy life. However, poor MSK health is one of the most serious global medical issues, with 1.71 billion sufferers worldwide.

It also has huge knock-on effects for employers, with over 30 million working days lost to MSK conditions every year in the UK. As a leading global insurer, Cigna Healthcare wanted to help reduce MSK claims from existing customers and give brokers a tool to help them acquire new ones.

We discovered that most sufferers don’t connect their specific condition with the broader idea of good MSK health. So we partnered with FLEXR Technologies to create a revolutionary healthcare experience: Flex-ray.

Engineering a first-of-its-kind healthcare technology

Flex-ray works through the camera on any smart device. Combining innovative motion capture technology with AI models to track a user’s body as they perform three quick movements. Analysing their performance against four key measurements: balance, posture, mobility, and stability.

Flex-ray also calculates the user’s ‘Movement Age’, a simple and understandable metric to compare against their biological age. Each user is then given a tailored ‘Path to Movement Improvement’, developed in partnership with clinical experts and physiotherapists.

We co-created a new web experience and UX for Flex-ray, and built a dynamic new visual identity that was complementary to the existing Cigna Healthcare brand. We also designed a physical exhibition stand, social assets, and created tailored CRM journeys for event attendees