Some embodiments of the present disclosure provide a method that includes compiling, for each of a plurality of individuals, health-related data in a plurality of categories, determining that a given individual has a particular type of health-related data in a particular set of one or more categories, and based on the determination that the given individual has the particular type of health-related data in the particular set of one or more categories, transmitting from a server device to a client device associated with the given individual, over a communication network, a first instruction configured to cause the client device to present a first incentive designed to cause a change in the given individual's health-related data. The first incentive may make use of a first type of motivational foundation. The method may also include determining whether the first incentive was effective or ineffective.