< Know Before You Go
Static Messaging
to Rich Data
As a startup, Bright Health had a very small network of healthcare facilities and providers. The Know Before You Go campaign consisted of high quality printed materials meant to draw attention to the risk of out-of-network expenses. This traditional approach to member messaging was expensive, quickly outdated, and provided no clear connection between the campaign an member outcomes. We worked with Marketing to Embrace Ambiguity and Simplify the campaign with technology.
Design Decisions
0 to 1 approach.
We transformed a generic, informational print campaign into a data-driven, personalized resource that members could access at any time with a computer or smartphone.
Low risk experimentation.
Tapping into the existing member portal to create an interactive version of the campaign was a low cost, low lift path to testing out the concept.
Stay in-network and on the app.
The onboarding process generated quick reference cards and maps that members could access whenever and wherever they needed.
Collect and act on data.
Taking the campaign online gave us a wealth of new data about member engagement and behavior, as well as opportunities to intervene in real time if there was an out-of-network risk.
Outcomes
The total investment for the app was less than the cost of running the print campaign in one market for one year.
Member engagement and ROI for the campaign became measurable for the first time.
Engagement with the member portal increased > 20%.
< Know Before You Go
Static Messaging
to Rich Data
As a startup, Bright Health had a very small network of healthcare facilities and providers. The Know Before You Go campaign consisted of high quality printed materials meant to draw attention to the risk of out-of-network expenses. This traditional approach to member messaging was expensive, quickly outdated, and provided no clear connection between the campaign an member outcomes. We worked with Marketing to Embrace Ambiguity and Simplify the campaign with technology.
Design Decisions
0 to 1 approach.
We transformed a generic, informational print campaign into a data-driven, personalized resource that members could access at any time with a computer or smartphone.
Low risk experimentation.
Tapping into the existing member portal to create an interactive version of the campaign was a low cost, low lift path to testing out the concept.
Stay in-network and on the app.
The onboarding process generated quick reference cards and maps that members could access whenever and wherever they needed.
Collect and act on data.
Taking the campaign online gave us a wealth of new data about member engagement and behavior, as well as opportunities to intervene in real time if there was an out-of-network risk.
Outcomes
The total investment for the app was less than the cost of running the print campaign in one market for one year.
Member engagement and ROI for the campaign became measurable for the first time.
Engagement with the member portal increased > 20%.
< Know Before You Go
Static Messaging
to Rich Data
As a startup, Bright Health had a very small network of healthcare facilities and providers. The Know Before You Go campaign consisted of high quality printed materials meant to draw attention to the risk of out-of-network expenses. This traditional approach to member messaging was expensive, quickly outdated, and provided no clear connection between the campaign an member outcomes. We worked with Marketing to Embrace Ambiguity and Simplify the campaign with technology.
Design Decisions
0 to 1 approach.
We transformed a generic, informational print campaign into a data-driven, personalized resource that members could access at any time with a computer or smartphone.
Low risk experimentation.
Tapping into the existing member portal to create an interactive version of the campaign was a low cost, low lift path to testing out the concept.
Stay in-network and on the app.
The onboarding process generated quick reference cards and maps that members could access whenever and wherever they needed.
Collect and act on data.
Taking the campaign online gave us a wealth of new data about member engagement and behavior, as well as opportunities to intervene in real time if there was an out-of-network risk.
Outcomes
The total investment for the app was less than the cost of running the print campaign in one market for one year.
Member engagement and ROI for the campaign became measurable for the first time.
Engagement with the member portal increased > 20%.