Conseco Health Launches New National Health and Wellness Portal, Quality of Life Web Site Addresses Specific Online Needs of 45-65 Market

Apr 25, 2001, 01:00 ET from Conseco Health Insurance Company

    INDIANAPOLIS, April 25 /PRNewswire/ -- Conseco Health has formally
 launched its new national portal site ( www.lifestarts.com ) to promote health
 and overall wellness, according to Maura Kautsky, senior vice president.
 "This site specifically focuses on the positive online health needs of the
 45-65 age market," she said.  "We conducted comprehensive direct research in
 major U.S. markets and found that a high number of these people -- who
 represent the fastest growing demographic in the online market -- aggressively
 focus on pro-active living to maximize their quality of life.  Internet
 content often plays a substantial role in this, particularly concerning health
 issues."
     Conseco Health Insurance Company is a division of Conseco, Inc.
 (NYSE:   CNC).
     Conseco Health decided to build and sponsor the site for specific reasons.
 "In our experience with the so-called 'senior' market, we know that the health
 and quality of issues for this age demographic generally shift substantially
 when people reach this age bracket," Kautsky said.  "lifestarts.com not only
 adds value for our Conseco customers over 45, but for all people seeking to
 maximize their lives through the gathering and evaluating of relevant
 information."
     During the fourth quarter of 2000, Conseco Health conducted formal
 discussion groups and other research in New York, Florida, Arizona and the
 Midwest to assess what this market segment desired online and then tested the
 site with the same areas in early April of this year.  "Both rounds of
 research confirmed that this demographic group is increasingly Internet
 savvy," Kautsky said.  "They are very health and community conscious, and they
 expect a successful interactive experience to offer content that matches that
 awareness."
     The research resulted in www.lifestarts.com , which is substantially
 different "from other 'senior'-focused sites," according to Kautsky.
 "lifestarts.com was designed to be a community site that enables this
 sophisticated online audience to customize exactly what they want."
     Among other issues, the Conseco Health primary research showed:
 
     * People aged 45-65 don't like to be labeled "seniors," and resent it when
       they are so called
     * The online group represents largely sophisticated Internet users, and
       they generally possess high levels of enthusiasm for the medium
     * Most use the Internet specifically for health information, in many cases
       using online resources to develop a second opinion
     * Research participants were surprisingly critical of existing popular
       senior sites
     * The "senior" market wanted the capacity to highly customize their online
       experience
     * This market craves information and demonstrates loyalty to resources
       that consistently supply relevant data
 
     "The lifestarts.com site is content and value rich," said Kautsky. "It is
 directed toward those concerned with proactive living who want to enhance
 their life experiences where ever possible."
     Site content at lifestarts.com includes:
 
     * Health and wellness information
     * Capacity to assess state of current health through an interactive
       Wellness Profile
     * One hour daily live chat with an expert; expert resource rotates through
       five different disciplines:  doctor, dietician, insurance, fitness, and
       financial planning
     * Easily customized news and information
       -- Weather-secure a five-day forecast anywhere! (including where
          children and grandchildren live)
       -- Finance:  stocks-obtain a daily/hourly quote
       -- Breaking news and top stories (but only if the user wants them)
       -- Health-customize health news and information by topic
       -- Entertainment-follow the stars and the entertainment industry
       -- Sports-customize by category
     * Specific rewards for building a relationship with the site
 
     "Although the site was designed to be a highly-functional content site, we
 did learn through our primary research that there were certain types of
 quality discounts this market wanted, so we arranged for them to be
 available," Kautsky said.  The online products in this section include:
 
     * lifestarts Travel Card-travel club, access to special airfare and trip
       discounts
     * lifestarts Discount Card-discounts on prescription, vision, dental and
       other
     * lifestarts Care Saver Card-elder services (can be obtained with one
       phone call throughout the U.S.)
     * Home repair and maintenance network
     * Concierge-find aid for doctor visits, transportation, meals
     * Nursing home, assisted living-find a facility nearby with discounted
       rates
 
     Conseco Health is also concluding negotiations with major retail
 operations that have "senior" programs to offer additional online discounts to
 lifestarts.com visitors.
     Expidant, an Indianapolis-based interactive services agency, served as the
 firm to help Conseco Health conduct the national research, identify content
 issues and subsequently build the Web site.
 
     About Conseco
     With $95.7 billion in total managed assets, Conseco, Inc. (NYSE:   CNC) is
 the market leader in insurance, investment and lending products for middle-
 America, helping 13 million customers step up to a better more secure future.
 
                      MAKE YOUR OPINION COUNT - Click Here
                http://tbutton.prnewswire.com/prn/11690X50409713
 
 

SOURCE Conseco Health Insurance Company
    INDIANAPOLIS, April 25 /PRNewswire/ -- Conseco Health has formally
 launched its new national portal site ( www.lifestarts.com ) to promote health
 and overall wellness, according to Maura Kautsky, senior vice president.
 "This site specifically focuses on the positive online health needs of the
 45-65 age market," she said.  "We conducted comprehensive direct research in
 major U.S. markets and found that a high number of these people -- who
 represent the fastest growing demographic in the online market -- aggressively
 focus on pro-active living to maximize their quality of life.  Internet
 content often plays a substantial role in this, particularly concerning health
 issues."
     Conseco Health Insurance Company is a division of Conseco, Inc.
 (NYSE:   CNC).
     Conseco Health decided to build and sponsor the site for specific reasons.
 "In our experience with the so-called 'senior' market, we know that the health
 and quality of issues for this age demographic generally shift substantially
 when people reach this age bracket," Kautsky said.  "lifestarts.com not only
 adds value for our Conseco customers over 45, but for all people seeking to
 maximize their lives through the gathering and evaluating of relevant
 information."
     During the fourth quarter of 2000, Conseco Health conducted formal
 discussion groups and other research in New York, Florida, Arizona and the
 Midwest to assess what this market segment desired online and then tested the
 site with the same areas in early April of this year.  "Both rounds of
 research confirmed that this demographic group is increasingly Internet
 savvy," Kautsky said.  "They are very health and community conscious, and they
 expect a successful interactive experience to offer content that matches that
 awareness."
     The research resulted in www.lifestarts.com , which is substantially
 different "from other 'senior'-focused sites," according to Kautsky.
 "lifestarts.com was designed to be a community site that enables this
 sophisticated online audience to customize exactly what they want."
     Among other issues, the Conseco Health primary research showed:
 
     * People aged 45-65 don't like to be labeled "seniors," and resent it when
       they are so called
     * The online group represents largely sophisticated Internet users, and
       they generally possess high levels of enthusiasm for the medium
     * Most use the Internet specifically for health information, in many cases
       using online resources to develop a second opinion
     * Research participants were surprisingly critical of existing popular
       senior sites
     * The "senior" market wanted the capacity to highly customize their online
       experience
     * This market craves information and demonstrates loyalty to resources
       that consistently supply relevant data
 
     "The lifestarts.com site is content and value rich," said Kautsky. "It is
 directed toward those concerned with proactive living who want to enhance
 their life experiences where ever possible."
     Site content at lifestarts.com includes:
 
     * Health and wellness information
     * Capacity to assess state of current health through an interactive
       Wellness Profile
     * One hour daily live chat with an expert; expert resource rotates through
       five different disciplines:  doctor, dietician, insurance, fitness, and
       financial planning
     * Easily customized news and information
       -- Weather-secure a five-day forecast anywhere! (including where
          children and grandchildren live)
       -- Finance:  stocks-obtain a daily/hourly quote
       -- Breaking news and top stories (but only if the user wants them)
       -- Health-customize health news and information by topic
       -- Entertainment-follow the stars and the entertainment industry
       -- Sports-customize by category
     * Specific rewards for building a relationship with the site
 
     "Although the site was designed to be a highly-functional content site, we
 did learn through our primary research that there were certain types of
 quality discounts this market wanted, so we arranged for them to be
 available," Kautsky said.  The online products in this section include:
 
     * lifestarts Travel Card-travel club, access to special airfare and trip
       discounts
     * lifestarts Discount Card-discounts on prescription, vision, dental and
       other
     * lifestarts Care Saver Card-elder services (can be obtained with one
       phone call throughout the U.S.)
     * Home repair and maintenance network
     * Concierge-find aid for doctor visits, transportation, meals
     * Nursing home, assisted living-find a facility nearby with discounted
       rates
 
     Conseco Health is also concluding negotiations with major retail
 operations that have "senior" programs to offer additional online discounts to
 lifestarts.com visitors.
     Expidant, an Indianapolis-based interactive services agency, served as the
 firm to help Conseco Health conduct the national research, identify content
 issues and subsequently build the Web site.
 
     About Conseco
     With $95.7 billion in total managed assets, Conseco, Inc. (NYSE:   CNC) is
 the market leader in insurance, investment and lending products for middle-
 America, helping 13 million customers step up to a better more secure future.
 
                      MAKE YOUR OPINION COUNT - Click Here
                http://tbutton.prnewswire.com/prn/11690X50409713
 
 SOURCE  Conseco Health Insurance Company