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How Graphcom Helped One Healthcare Company Increase Completion Rates by 75%

Patient attends wellness visit with doctor
A leading national payer experienced a significant increase in its completion rate - 75% - working with 55% fewer targets and less staff thanks to a strategic partnership with Graphcom.

At Graphcom, we believe the best results are achieved in a collaborative environment where passion, innovation, and creative expression unite. That’s why this client approached us looking for ways to increase completion rates with less staff and fewer tactics. 

The Problem

In 2015, a total of 291,740 members were targeted by the client. Of those, 91.9% didn’t make an appointment, 3.6% made an appointment but cancelled or didn’t show up, and only 4.5% completed an appointment.

The challenge for 2016 was to determine how to achieve a greater number of appointment completions while working with a smaller number of targets and less outreach staff. The client turned to Graphcom for our expertise in targeted data analysis and strategic recommendations to accomplish these goals.

The Solutions

The client was asked to bring its expertise in risk adjustment to the project by GetWell Health Clinic, on behalf of Payer ABC. Each year, the client reaches out with letters and phone calls to high-risk Payer ABC members, encouraging them to visit a GetWell retail clinic for a check-up. The goal was to increase completions (members completing personal health visits), resulting in better member health and reduced costs for the payer.

Working in collaboration with the client, Graphcom used historical data to develop a regression model, an unsupervised machine learning algorithm, to help us predict future outcomes. We began with a descriptive analysis to uncover areas where we could improve marketing techniques and discover new efficiencies. Here are some of our findings...

Create Precision Targeting

Using predictive modeling techniques, we used geographic, demographic, and medical data to calculate how likely each member was to complete an appointment. A narrow list of members with both a high value of completion and a high likelihood of completion were targeted for the 2016 campaign.

Geography Matters

In analyzing the 2015 data, we discovered that members in urban areas of the country will only travel three to four miles for an appointment, while those in rural areas will travel up to 14 miles. In 2016, customized outreach target areas were identified for each state.

It's All
About the Phone Call

According to the 2015 data, members for whom we had no phone number were extremely unlikely to call and make an appointment on their own. Members whose records included a phone number had a completion rate of 5.43%, while those members without a phone number had only a 0.16% completion rate. Therefore, in 2016, we allocated outreach efforts in consideration of this finding—spending more time on outreach to higher value members more likely to complete than those members for whom we had no phone number. With the exception of a handful of extremely high-value targets, those with no phone number were excluded from the target list.

A Better Letter

Using data from another technology firm client, we discovered that mailed offers sent in standard envelopes perform just as well as those sent as self-mailers—and sending in standard envelopes versus self-mailers saves $0.32 per piece. In 2015, all of the initial outreach was conducted using self-mailers. In 2016, all 131,566 Payer ABC letters were sent in standard envelopes, saving over $42,000 and boosting ROI.

Who Gets the VIP Treatment

In 2016, special outreach was conducted for people who had made or completed an appointment in 2015. Because of their familiarity with the program from the previous year, they were deemed more likely to complete an appointment in the current year.

The Results

 

In 2016, a total of 131,566 members were targeted, and 7.8% completed an appointment. That’s 55% fewer members targeted and a 75% higher rate of appointment completion than last year!

Team collaboration on project

Now, we’re building on the success of the 2016 campaign by digging into the data all over again to uncover trends from 2016 and apply them to the 2017 campaign. 

These are just some of the trends we're exploring with the client for 2017...

CreativePersonasEngagement Strategy
Overall Design
Will more white space or moving the call to action have an impact?
Identify Personas
Segment your members and assign a persona to each audience.
Initial Outreach
Align the right tactics with the right audience for the first outreach.
Powerful Words
Try different wording to generate the best results, and use variable data to craft messaging specific to each audience.
Geography and Age
Analyze response rates by zip code and age, and target high-response groups.
Follow-Up Outreach
Test the impact of current follow-up to determine what is most successful for the second and third outreach.
Packaging and Deliverables
Test envelope messaging and designs for effectiveness and ROI.
Incentives
Test how varied incentive amounts affect completions with each group.
Track and Trace
Identify when outreach arrives in member mailboxes, and determine best days for follow-up calls.