Ecommerce and technology driven businesses have significantly raised consumer expectations. Personalization enhances customer loyalty by delivering messages and interactions that are relevant and easy to understand and add value. However, activating personalization requires a combination of great analytics, processes and technology. Most organizations within healthcare face a few unique challenges on these fronts to achieve the full potential of personalization. The talk will cover some of the lessons learnt in activating personalization at Humana and prior organizations.