Conant's use of employee engagement has been so successful that it is held up as a model in the book Closing the Engagement Gap--How Great Companies Unlock Employee Potential for Superior Results, by Julie Gebauer and Don Lowman.

FORBES: An interview with Douglas Conant, CEO of Campbell Soup Co.

For more information on patient engagement, check of my white paper on Patient Engagement in Primary Care on my blog Mind the Gap at www.healthecommunications.wordpress.com.

FORBES: "Patient Engagement is the Blockbuster Drug of the Century"

One thing that became clear was the gap between what marketers and consumers considered as high-value engagement.

FORBES: The New Rules Of Engagement