Driving Member Engagement, Benefits Awareness, and Cost-Savings with a Digital-First Approach

  • August 02, 2024
  • Case Study

At a Glance

  • Our client had a disjointed strategy for engaging Medicare members with their benefits, including supplemental benefits.
  • We built a personalized, interactive, omnichannel experience to highlight the unique value the plan provides to Medicare members.
  • Our approach resulted in care gaps closure, increased member engagement, and over $1 million in cost-savings.

Business Opportunity

The client's existing communications include disparate and ineffective messaging around Medicare benefits, health status, and care gaps. The client aimed to increase member awareness and engagement around benefits, as well as improve care gaps closure to increase Stars ratings and revenue. Some of their goals included:

  • Increased CAHPS scores, improved Stars ratings
  • Reduced inbound call volume and CTMs/grievances related to confusion about benefits
  • Reduced print costs

Client Profile

Large, national health plan offering health insurance and similar services such as, dental, vision, pharmacy, Medicare, and Medicaid to meet the needs of individuals, families, employers, and healthcare providers.

Engagys Solutions

  • Developed strategy and design for a personalized multichannel and multi-touch journey to increase engagement by providing member-specific health status, care gaps, benefits, and essential resources information.
  • Created multi-channel journey that used behavioral science principles, past interaction history, and barrier data to highlight the unique value prop for members.
  • Designed marketing experiment strategy including content creation, segmentation, audience management, deployment of the winning version, and a measurement plan.
  • Provided agile end-to-end project management and implementation oversight, including cross-functional coordination.

Results

  • ~$1 million in annual print cost-savings.
  • More than 5% increase in care gap closure over holdout.
  • Nearly 50% mobile phone engagement
  • Over 40% log-in rate.