A well designed member benefit doesn't sell itself. Even when it's free and fully covered, the gap between "available" and "used" is where most enrollment programs quietly lose people. A leading digital heart health company was losing them too. Its fully covered blood pressure program had too few members enrolling, until a redesigned mailer increased enrollment 240%. The strongest response came from higher risk members who weren't yet managing their blood pressure well.
This deep dive shows how we got there. You'll see the research behind why heart health outreach stalls, the barriers we found in the original mailers, how we pretested concepts before launch, and the design choices behind the winning mailer. For health plans and corporate wellness programs, it's a practical look at closing the gap between offering a benefit and members using it.
What's Inside
The research behind why heart health outreach stalls, and the five questions a member has to answer before acting.
How we pretested concepts before launch, and which assumptions the testing overturned.
The design choices behind the winning mailer, from the opening promise to where the call to action sits.
How the redesign increased enrollment 240%, and how a follow up campaign performed.
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