For the brands, Linkwell offers ultra-targeted marketing that the grocery circular can't. Dreamfields Pasta, a specialty item designed for diabetics, says it gets double the redemption on coupons issued through Linkwell because it puts them in the hands of patients who need to manage their blood sugar. Other, more mainstream, brands such as Quaker Oats and Sargento get a kind of halo effect because coupons for their product are packaged with information from a health-insurance company.
The goal, says Gardner, is to help consumers take control of their health. "Health care is a mystery to almost everyone. But coupons are a currency that everybody understands."