Communications Effectiveness That Builds Loyalty and Drives Behavior Change

At a Glance

• Client: Large national healthcare organization serving millions of Individual, Medicare, Medicaid, and Commercial populations.
• The Opportunity: Retain and grow the hemophilia member and caregiver segment of the specialty population.
• The Solution: Conducted a five-month, journey mapping and communications effectiveness study. Identified friction, break points, and trust opportunities.

Member Journey & Communications Study

• Over five months, ~500 pieces of communications were collected and studied across the client and their competitors.
• ~750 daily journal entries were recorded across the client’s membership.
• Members graded the communications A through F, writing their rationale for the grade directly on the communication

Results

• Identified friction, break points, and trust opportunities among both people living with hemophilia and their caregivers.
• Delivered journey maps for four specific personas/segments.
• Uncovered that less than 5% of the materials members received were the client’s—all others came from the competition.
• Understood the most valued communications for members who are living with hemophilia, and why they were the most valued.
• Discovered the un-met needs of this population that could be addressed by communications.

Insights Summary

• Communications from the client were greatly valued over the competition.
• Members both ‘saved’ and ‘filed’ the paper communications, highlighting important information, and referring to each piece by their title/name.
  • “A+, love my XX inserts!”
  • “Full of great information and resources.”
  • “I have laminated it and keep it in my glove compartment.”