Propel™ Health Action Platform
As personalization and member-centered healthcare accelerated in market, Health Plans were increasing their investments in guidance tools to ‘nudge’ the member to the right care option. SmartShopper had a proven ability to steer members through site-of-service redirection but it needed to expand programs and capabilities to meet these growing expectations.
With a fully committed engineering team focused on an all-consuming, multi-year federal regulation, the business needed to think creatively about how to deliver these capabilities with minimal impact to committed teams and participate in the estimated $1B TAM for digital health guidance tools.
Health plans continue to look for operational savings while driving more effective use of healthcare in their membership and digital member navigation is gaining ground against the traditional concierge-based advocacy models. Propel provides that alternative by bringing mobile-first, personalized offers to members to help them make more efficient use of healthcare, without needing to call into a call center.
Redesigning for member activation.
Accelerating roadmap by redesigning and relaunching an asset from an adjacent market.
Following a build vs. buy analysis, we determined that finding an efficient existing product chassis could help protect SmartShopper’s sales forecast and 3-year evolution strategy.
By keeping core engineering, data, product teams focused on mandate driven roadmap items and acquiring the technology assets from an adjacent but highly correlated market, we could launch a tested solution more quickly.
Focusing on redesign and launch of the user experiences, developing market relevant behavioral nudge programs, and aligning the service offering to existing service models would help us meet both current commitments and allow us to introduce a new product offering more quickly.
Minimum Marketable Product (MMP) in
>12 months
Shifted infrastructure and oriented augmented engineering team to existing products.
Confirmed and validated users, user goals, and outcomes.
Revised and launched a mobile-first web app with integrated SMS notifications, a core program builder and activity publisher, and client performance administration tools.
Enabled 28 templated programs live and available to government markets which can be configured at an account level with integrated measurement from defined set within the initial year 1 launch.
Defined a client specific program design framework focused on program-level ROI capture.
Applying game theory to healthcare member action
Propel influences behavior through personalized and incentivized ‘nudges’ to close gaps in care and drive adoption of virtual healthcare and digital therapeutics. The simple web app, SMS, and email based engagement model comes with a set of predefined workflows rooted in program design, concierge guided member engagement, and measured results. Programs can be configured to meet the specific objectives of a client. Each program runs at a segment-level based and flows through a simple micro-activity experience model to ensure member attention and task completion.
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A program design that is personalized specifically for the individual health plan and their unique goals
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A user-friendly guidance software as well as an on-call concierge team for enhanced member engagement
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Comprehensive data management with multi-level measured results and reporting.
Designed to be simple and transacional, each micro-journey is under 10 clicks.
Propel is part of a coordinated member engagement offering that meets members where they are to maximize conversion and activity completion.
To manage through heathcare selection decisions, people need layers of encouragement.
In our research, we validated that users find and select care differently depending on how they approach the problem and how confident they are in making the decision. For easy tasks, people typically try to do it themselves. But healthcare is hard and overwhelming. They need assistance and motivators to help cont through that complexity.
In order to meet their needs, the Propel solution provides the extra “nudge” layer needed to compel members beyond the bargain healthcare shopper to take action towards their goal.
Engaging the unengaged.
We identified the target consumer persona as Elise, a non-compliant member in health care
Our data from other applications told us that many healthcare users are like Elise.
Not engaged in taking care of her health.
Only goes to the doctor when she is sick.
Does not use any of the plan benefits.
Its not that they don’t care about health care, its that they don’t actively seek it out. And when they do look for it, they gets lost in the complexity of the health care system and give up. They need a push and a carrot to participate.