Case Study

How TriHealth Used Member Segmentation to Customize Outreach

    Overview

    The challenge
    Health plans have historically struggled to effectively communicate with members. Members often ignore plan outreach whether it be via phone, email, or paper mail. This lack of engagement can lead to low plan NPS, and even worse, poor health outcomes and high medical spend.

    The organization
    TriHealth is an integrated delivery network based in Cincinnati, Ohio. It is the fourth largest employer in the city of Cincinnati, with over 12,000 employees. Their Corporate Health division serves TriHealth employees as well as other regional employers in industries such as manufacturing and school systems. TriHealth provides coverage and care to improve the health and productivity of companies’ employees and their dependents.

    The approach
    TriHealth segmented their membership base into five distinct groups by partnering with PatientBond to use its proprietary psychographic segmentation model. Based on this knowledge, TriHealth now works with PatientBond to tailor the content of their messages and adjust delivery methods based on which psychographic segment the member falls into.

    The results
    Initial results from TriHealth's partnership with PatientBond have been impressive. In the first year, TriHealth saw a 10% increase in member behavior change as well as financial savings. Not only were TriHealth’s members satisfied, but their health coaches also felt more engaged and satisfied in their work.

    Approach

    How TriHealth uses psychographic segments to customize member outreach

    Health plans have a treasure trove of member data but often don’t know how to use it to customize the member experience. TriHealth was in this situation and wanted to use their member data to change member behavior and improve overall member health outcomes. To achieve this goal, TriHealth partnered with PatientBond, a digital patient experience vendor that uses a proprietary psychographic segmentation model and digital outreach to improve patient engagement, reduce risk, and lower costs.

    TriHealth worked with PatientBond to improve their health and wellness coaching service and piloted it on three diverse organizations (encompassing 210 patients) within their employer market. PatientBond segmented TriHealth’s members into five distinct groups to equip TriHealth’s health coaches with tailored member profiles.

    Results

    After TriHealth started using psychographic segmentation, one of their employer organizations saw 83% of their participating members make substantial progress on their health goals.

    This organization also saw a 28% reduction in at least one “risk” in participants (for example, reducing BMI, lowering A1c levels, decreasing blood pressure, increasing physical activity, etc.).

    In addition to the financial achievements, TriHealth was able to cut down time spent connecting with the member and spend more time coaching their members instead, forming more meaningful relationships.

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    AmeriHealth Caritas DC (AmeriHealth) used PatientBond’s psychographic segmentation model, this time to increase telehealth utilization. AmeriHealth found that many members were utilizing the emergency department (ED) for non-emergencies rather than an urgent care center, a PCP, or telehealth.

    Using psychographic segmentation, PatientBond (on behalf of AmeriHealth) created an automated outreach campaign for telehealth. This tailored messaging was used in text messages, call center representatives’ scripts and automated interactive voice calls to AmeriHealth members. The campaign’s goal was to get members registered for virtual visits so that when they do need care in the future, it is easy for them to schedule a virtual visit.

    Psychographic distribution of AmeriHealth members vs national population

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    AmeriHealth saw a 7% conversation rate (members who saw the message and registered for telehealth services), leading to a 7.5x increase in telehealth registrations. Also, members did not see these messages as a nuisance, as evidenced by the fact that AmeriHealth’s SMS unsubscribe rate stayed below 2%.

    It’s important to note that although this partnership began before the Covid-19 pandemic, AmeriHealth has continued this tailored outreach for other campaigns.

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