Case Study
Optimizing Onboarding Engagement for a National Health Plan to Improve Satisfaction
At a Glance
- Challenge: A national health plan serving millions of members, across Medicare and commercial lines, sought to launch a streamlined digital onboarding experience to increase satisfaction among both new and renewing members.
- Solution: Develop member-level product profiles for new and renewing members to optimize disjointed onboarding communications into personalized touchpoints, while introducing a renewing member onboarding experience.
- Results: More than 50% of the total population found value in one of the promoted digital products and gained a more positive perception of the brand, boosting member satisfaction for 25% of the population.
Client Profile
A national health plan serving millions of medical, dental, and pharmacy members across Medicare and commercial lines.
Business Opportunity
The client faced two significant challenges, which were hampering member experience:
- Launching a streamlined digital onboarding experience to increase satisfaction for both new and renewing members.
- Unifying and personalizing onboarding communications, which were previously disjointed and inconsistently branded.
Engagys Solution
To address these challenges, Engagys implemented a comprehensive onboarding engagement optimization strategy targeting hundreds of thousands of new members and millions of renewing members:
Member-Level Product Profiles: Developed tailored product profiles for both new and renewing members to ensure relevant and personalized onboarding.
Communication Optimization: Reduced a dozen fragmented onboarding communications to just a few cohesive, branded, and personalized touchpoints, creating a more unified member experience.
Renewing Member Experience: Introduced a dedicated onboarding journey for renewing members, recognizing their unique needs and expectations.
Integrated A/B Testing and Behavioral Science Tactics: Leveraged A/B testing and behavioral science to refine messaging and touchpoints, including:
- Welcome Email
- Member Portal Adoption
- Medical Deep Dive
- Holistic Health Deep Dive
- Specialty Deep Dive
Results
- 25%+ of the total population became more satisfied during the onboarding experience.
- 50%+ felt informed about their benefit plan.
- 50%+ found value in at least one promoted digital product.
- 60%+ gained a more positive perception of the brand.
Key Takeaway
By optimizing onboarding journeys for new and renewing members, personalizing communications, and leveraging behavioral tactics, Engagys helped the client significantly increase member satisfaction, improve perceptions of the brand, and drive engagement with digital products.
