Case Study
Population Health Engagement
How a large national health services organization increased program enrollment by over 200%.
Overview:
A health services client sought to improve population health by boosting member enrollment in health programs to enhance care management and reduce medical costs.
Challenge:
Member segmentation was not refined enough to deliver personalized experiences, resulting in rising direct mail costs and decreasing call-to-action adherence. Leadership set a goal to reduce direct mail costs by 20% within 12 months.
Solution:
- Developed propensity-to-enroll models to identify members most likely to engage, learn, and enroll in wellness and preventive health programs.
- Created and implemented member engagement campaigns leveraging email and telephonic outreach based on call-to-action and disposition behavior.
Result:
- Propensity to enroll score used for micro-segmentation resulted in nearly 50% increase in call-to-action adherence to learn more about program eligibility
- Once member engaged, overall program enrollment increases over 200% within a 12 month period.
- Direct mail cost were reduced by over 30% in that same period by apply a precision mailing approach
