Unlocking Member Insights to Increase QHP Survey Participation and Drive CAHPS Satisfaction

  • August 21, 2024
  • Case Study

At a Glance 

  • Engagys conducted in-depth member data analysis on over 3 million Marketplace members including critical data points such as age, gender, tenure, race / ethnicity, number of medical and pharmacy claims, membership by plan type and household status. 
  • Leveraging these data-driven member insights and incorporating existing qualitative focus group feedback, Engagys developed campaign strategies, including targeting, segmentation, persona development, content creation, multi-channel campaign architecture, and pre-campaign tools. 
  • As a result, we significantly increased Qualified Health Plan (QHP) Enrollee Experience Survey completion rate and CAHPS measures rating in targeted plans.  

Business Opportunity  

Client sought to engage Marketplace members in pre-conditioning communications to achieve required number of QHP survey responses to enable reporting and improve CAHPS measures ratings. 

Client Profile 

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

Engagys Solution 

  • Targeting strategy: Refined criteria to maximize campaign impact and stay within budget constraints. Targeted plans that could impact survey completion and influence satisfaction. Targeted members who were eligible to receive QHP survey, ensuring our efforts reached those who mattered most.  
  • Segmentation approach: Identified members who were likely to rate the plan favorably, and members who may be randomly sampled for the QHP survey. Developed personas from segments to address unique member needs and barriers, ensuring that messaging resonated with each group. 
  • Campaign design: Incorporated multi-channel campaign that aligned with budget, channel selection, and segment needs. Provided pre-campaign tools for the client’s internal team to use to ensure the campaign’s seamless execution. 
  • Messaging development: Infused behavioral science principles and techniques to anchor content around the top customer service call drivers and crafted messaging that built trust through transparency, education, awareness, and meeting members where they are. 

Deliverables 

  • Targeting strategy 
  • Segmentation strategy 
  • Persona development 
  • Multi-channel communications architecture 
  • Communications content 
  • Measurement strategy 
  • Pre-campaign tools 

Results 

  • Achieved QHP Enrollee Experience Survey reportability in key target contracts that were previously below the threshold of reportability 
  • Drove more than 20% increase in CAHPS measures for the targeted contracts