Digital communication strategy increases Wellness Center utilization
How a digital communications strategy increased utilization by 11% and contributed to $1.5 million in savings.
Even with a highly-connected workforce, building awareness of onsite wellness centers can be a challenge for large organizations. Premise Health used the power of one simple tool people use every day – email – to build utilization for one large client, contributing to $1.5 million in healthcare savings during the first year.
The Challenge
Our client, a financial services provider with 40,000 employees and numerous high-volume worksites nationwide, initially struggled to get busy employees through the door at their six onsite health and wellness centers. Feedback pointed to two reasons: one, a lack of education about available healthcare services. And two, seemingly in contrast, information overload thanks to competing forms of communication.
The Solution
Premise Health prepared an email marketing campaign to generate awareness around each wellness center, educate employees about their opportunities for care, and increase overall foot traffic in the centers. The team worked in close collaboration with client leadership on design and content development in order to align with their culture, integrate with existing incentive programs, and address employee feedback.
Each month featured a new topic and relevant call to action, based on the season, underutilized services, or client-promoted initiatives. Each campaign was designed to deliver timely, relevant content. Most importantly, the emails were trackable – so we could measure how interactions with the emails affected utilization.
Utilization Increases*
Based on targeted email topics
Annual physicals……………..118%
Biometric screenings………102%
Well-woman exams…………97%
*2015 (no promotion) to 2016 (email campaign)
The Outcome
Through communications best practices and a closely aligned client partnership, Premise Health was able to increase overall wellness center utilization across six sites by 11%in the first year. Most of all, by building awareness and providing actionable information about available health and wellness services, our campaign contributed to nearly $1.5 million in total net savings in 2016.
It also generated a significant boost in new service-specific appointments and completed registrations booked through our member portal, My Premise Health. For a modest time and monetary investment, this targeted email marketing campaign successfully increased utilization at all six onsite health centers. The effort continues to deliver returns, including significant cost savings alongside ongoing increases in appointment rates and overall utilization.
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