Success Story
From Personas to Person-centered MarketingThe Story
Healthcare consumers are complex – managing a variety of conditions and challenges, hailing from diverse backgrounds and varying circumstances. Targeting these consumers through a traditional marketing model wasn’t delivering the desired outcomes, resulting in time-consuming and costly iteration.
Consumers
The Approach
Health plans have a wealth of data to work from, and know ultimately what actions and behaviors result in healthier consumers. Where we (and many of our peers) tripped up was in predicting and prescribing the journey our members would take to get there. Time and again, our members didn’t follow the path we wanted to lead them down. While we were pressed for time and results, we felt the only viable path was to hit the pause button to regroup. Investing in detailed member journey mapping, along with member advisories for key health conditions, allowed us to better understand what was working, what wasn’t, and where we had unrealized opportunities.
The Results
When we looked at a comprehensive journey map, we began to understand how many activities and interactions beyond the programmatic outreach were driving member behavior. This facilitated a smarter, more holistic design that ensured each touch point from the plan was aligned to achieve the same goal.
We also incorporated the full journey into our outreach planning, understanding that progression looked a lot less like a funnel and more like a game of chutes and ladders. We re-prioritized our goals in order to achieve short-term wins that we could build on to help ensure the success of longer-term projects. We began regularly utilizing member advisories – from initial design through execution and iteration to increase adoption and success rates. This initially seemed like a time barrier, but it actually resulted in time savings across the life of a program or project. We measured Net Promoter Score® at the onset and outset and the results were staggering: -31 to +22 over a three-year period.