CASE STUDY
Content Strategy Helps Health Plan Members Be ‘Quitters’ to Improve Tobacco Cessation Program Engagement
SERVICES
THE CHALLENGE
Disjointed experience led to member frustration, low program completion
Our client, a large federal health insurance payer, was seeking ways to reach a higher completion rate for its tobacco cessation incentive program, particularly among members who weren’t being reached by existing plan communications. Member research conducted by Optimity revealed that the program’s current digital experience, where content about the program was distributed across several different vendor pages and the plan’s informational website, was causing member confusion and frustration. There was no clear path to start or finish the program, and users were forced to jump back and forth between vendor and partner websites and the health plan’s informational website.
In addition, there was a lack of existing member-facing content on the tobacco program to reference in creating the new design, and developing new content, such as FAQs, required working with cross-functional teams to define new business rules.
There was no clear path to start or finish the program, and users were forced to jump back and forth between different websites.
OUR SOLUTION
Intuitive journey experience, member engagement to increase plan satisfaction
Optimity designed a new member portal experience with a central landing page to help navigate members through the journey steps to learn about and complete the tobacco cessation incentive program. The journey page allows the user to track progress through the program, provides contextual instructions and clear calls-to-action to complete journey steps, and provides cross-promotion of additional benefits and resources to help members gain more value from their plan and connect with other programs to improve health and wellness.
We also designed new member engagement, creating secure messages to let eligible members know about the program if they had indicated tobacco use on a health assessment, as well as new targeted outreach to members who didn’t indicate tobacco use on the assessment but had a tobacco-associated diagnostic code in their claims. The new targeted outreach provides an introduction to the tobacco incentive program and information about the drug benefit for members who may be interested in quitting. The engagement was designed to improve program participation, as well as member plan satisfaction by making eligible members aware of benefit to save money and improve their health outcomes through smoking cessation.
Optimity also designed and led member usability testing of the new incentives journey experience and the engagement strategy to ensure the flow was intuitive, provided the most relevant and clear information to members about the program steps, and would be perceived as supportive and helpful.
TOOLKIT
Usability Testing
Persona Definition and Creation
Customer Journey Mapping
Analysis and Reporting
Collective Intelligence Workshop
TEXT BOX
THE RESULTS
Client responded positively to the improved journey experience, with plans to implement the full-scale solution in their incentives roadmap
Enhanced member engagement allows the plan to reach more potential program participants (those with a tobacco-associated claim) to improve health and wellness
Cross-promotion of other benefits and resources within the journey page increases potential participation with other health and incentives programs
The newly designed journey page contributed to a template for all incentive journey pages across the health plan
Content development helped improve the FAQs and other informational content about the program, to alleviate member confusion and boost participation
