Having a digital first approach in coordination with a personalized and segmented member journey allows us to connect in a timely way. By utilizing member preferences and leveraging technologies like send time optimization we are reaching the member when and how they want to interact. This helps us maximize engagement across our programs.
A combination of data, member activity and personal preferences provides ActiveHealth the insights we need to reach our population in the most relevant way possible and plays a critical role in the success of the member experience. Taking advantage of a digital first communication strategy can make a big impact so it’s important to ensure that member email addresses are provided on the initial ingest files. In fact, our data shows that clients with 100% of available email addresses could experience digital engagement rates up to three times the engagement of clients with only 50% of available email addresses.3
Adding other digital modalities like SMS and push notifications only serve to enhance the member experience. New studies show that 95% of SMS texts are read and responded to within the first three minutes.4 By translating the opportunity of multichannel digital strategy into our member communications, we can also expect to improve health outcomes through increased member engagement.
1 20 Vital Smartphone Usage Statistics
2 7 Key Email Marketing Statistics for 2022 (Incl. Mobile) (drip.com)
3 ActiveHealth book of business data 2023
4 SMS marketing is still very effective (2022 update) – TASIL