UnitedHealthcare is teaming up with Visual Health Solutions Inc. to roll out a weight loss mobile application that leverages an image to display the effects of diet and exercise on a user?s facial appearance, suggesting that weight loss brands may turn to mobile for image-recognition features to boost consumer participation.

The Visualize You - Weight Change Viewer mobile app is designed to generate an accurate facial image to reflect weight change dynamics in accordance with a user?s target weight-loss goal. The app, which was also created in conjunction with the Cleveland Clinic and the University of Colorado Anschutz Health and Wellness Center, aims to motivate consumers seeking to embark on a healthy weight program.

?Seeing is believing, especially with an app that is backed by the Cleveland Clinic and other leaders,? said Jeff Hasen, founder and CEO of Gotta Mobilize, Seattle, WA. ?It offers personalization that makes it relevant down to the individual and has the chance of serving as a motivator.?

Companion app
Many individuals choosing to engage in weight loss programs have been turning to mobile for companion apps to help count calories, suggest activities for exercise and provide additional morale support. However, the launch of the Visualize You - Weight Change Viewer mobile app lends credence to the fact that users may seek that extra visualization to help achieve their goals.

The app will be demonstrated for television viewers of The Dr. Oz Show on April 8.

It functions as an extension of a previous desktop-based weight loss visualization program developed by Visual Health Solutions and UnitedHealthcare in 2014. UnitedHealthcare will be sponsoring one version of the app, which is currently available for free download in the Google Play and iTunes App stores.

A non-sponsored version of the app is also available for $1.99.

Potential for weight loss brands
Weight management programs such as Jenny Craig and Weight Watchers may want to latch onto this strategy. These image-recognition capabilities can help tackle obesity by offering users a visual image of their ultimate goal, which serves as a serious boost of motivation.

However, the app could likely benefit from an additional commerce angle. As UnitedHealthcare is one of its backers, the brand could offer discounts on health care plans to users.

Additionally, there is room for cross-partnership opportunities. Visual Health Solutions could team up with a platform such as Weight Watchers or another fitness app, such as MyFitnessPal, to offer consumers enhanced features and quick access to outside help, should they seek it.

To participate in the visualization aspect of the app, users are asked to take or upload a current photo, enter their current height and weight and lastly, input their target weight. A before and after image is then generated.

?We all want to look like a million bucks, but many of us aren't up for putting in the sacrifice to get there,? Mr. Hasen said. ?How is the user to know the level of effort to get as thin as the picture?

?It sounds like partners to help in that regard are needed."

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York