Leveraging Automated, Multimedia Messaging to Quickly Resolve Gaps in Care
Background
A large Medicaid plan faced challenges in closing gaps in four quality measures including primary care visits, diabetes, dental appointments, and follow-up STD screenings. With the start of the fourth a couple of weeks away the health plan needed to collaborate with a partner that could quickly make an impact. The health plan turned to Me+U to implement proactive campaigns to educate members about the benefits of closing these gaps, guide them to care, and ensure they completed these appointments.
Solution
Working together, the health plan and Me+U quickly implemented a comprehensive, automated program that targeted each group of members with highly personalized, multimedia-driven content, providing education, appointment scheduling support, and ongoing follow-up. The solution included:
- Targeted, Automated Outreach: The Me+U platform allows health plans to send messages to all members, target select or at-risk populations, or message one-on-one enabling the health plan to target the right member with the right message. Members received educational materials specific to their health needs, the importance of scheduled care, and actionable steps for treatment.
- Multimedia Education and Treatment Guidance: The health plan used a range of multimedia materials, including videos, infographics, and interactive guides. These materials provided easy-to-understand information about their health conditions, what to expect from treatments, and practical steps to follow through with care.
- Appointment Reminders, Scheduling Assistance, and Confirmation: Automated reminders nudged members to schedule and confirm appointments, while built-in scheduling assistance made it easy to book appointments directly through the program. Members received follow-ups to confirm appointment attendance, and Health plan could intervene if a member needed additional support.
- HIPAA-Secure Chat and Bi-directional Feedback: Members could reach out for support via HIPAA-compliant chat, allowing secure, real-time assistance. Bi-directional response campaigns allowed the health plan to track appointment adherence and collect feedback, ensuring that members’ needs were met, and potential issues addressed promptly.
Results
After the program’s first 60 days, Health plan saw significant improvements in care adherence and member engagement:
- Primary Care Visits Increased by 30%: The program’s targeted outreach and reminders resulted in a 30% increase in primary care visits within the first 90 days, helping members address health concerns proactively.
- Diabetes Management Engagement Jumped from 19% to 62%: Diabetes provider appointments rose sharply, with engagement climbing from 19% to 62% within 45 days. The program’s educational content on diabetes management helped members better understand their condition and the importance of regular visits.
- Significant Growth in Dental Care Adherence: Dental appointments doubled, and new dentist appointments quadrupled within the first 30 days, as members were educated on the importance of oral health and encouraged to schedule care.
- Gaps in Care for STDs Closed by 11%: The targeted, timely outreach contributed to an 11% increase in closing care gaps for STDs within 60 days, a critical step in addressing preventable health issues.
Conclusion
Health plan’s Me+U program proved that targeted, automated, multimedia engagement could significantly improve care adherence among at-risk populations. By educating members, simplifying appointment scheduling, and offering family caregiver support, the program created a supportive, accessible pathway for members to follow through with care. The success of Me+U underscores the impact that automated, multimedia programs can have in driving positive health outcomes and improving care engagement for high-risk member populations.