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Category: Solutions & Outcomes

mPulse Mobile and AltaMed Research Innovative Approach to Increasing Colorectal Cancer Screenings

Posted on by Brendan McClure

LOS ANGELES–(BUSINESS WIRE)–mPulse Mobile, a leader in conversational AI and digital engagement solutions, partnered with AltaMed Health Services, one of the largest nonprofit federally qualified health centers (FQHC) in the U.S., to publish a research study in JMIR Cancer. The study found that automated, bidirectional texting using Natural Language Understanding (NLU) and fotonovelas can increase screenings for colorectal cancer, particularly among populations facing Social Determinants of Health (SDoH) barriers.

While colorectal cancer is the second most deadly type of cancer in the United States, it is also highly preventable with regular screening, as rates of survival are high when caught early. The California member population served by AltaMed, which is majority Hispanic or Latin American, is less likely to be screened for colorectal cancer and more likely to be diagnosed with advanced disease than non-Hispanic white patients due to a variety of SDoH barriers to care. AltaMed partnered with mPulse Mobile to research ways to address these barriers by delivering culturally-tailored mobile content, in the familiar fotonovela format, aimed at overcoming lack of awareness around CRC screenings and other cultural and behavioral barriers.

Along with mailing at-home fecal immunochemical tests, or FIT kits, to members due for screenings, the randomized controlled trial used an automated texting program for two-way communication to identify barriers to getting screened and to educate members around the importance of screening. Among 5,241 members who had not completed their FIT kit after 12 weeks, an intervention group received an additional 4-week series of automated text messages monitored using a program developed by mPulse Mobile. In combination with the text messages, participants were sent a link to a fotonovela in either English or Spanish, containing a comic about someone encouraging a friend to complete their FIT kit and explaining why the screening is important.

The intervention resulted in a significant quality improvement among participating members:

  • 40% of members in the intervention group engaged with the text messages. Of those, 31% clicked on the link to view the fotonovela.
  • The intervention group had a screening rate of 18.8%, while the group that did not receive the texts and fotonovela had a screening rate of 11.7%.
  • Screening rates were higher among members who engaged with the text messages than among those who did not.

“Addressing Social Determinants of Health barriers among hard-to-reach populations is a core facet of mPulse Mobile’s mission,” said Bob Farrell, CEO of mPulse Mobile. “We’re thrilled to have partnered with an organization like AltaMed to demonstrate how innovative digital engagement approaches can address the challenges people face completing important health actions. Understanding the needs of individuals at scale and then tailoring touchpoints to address these needs is a crucial part of improving health outcomes across diverse populations.”

mPulse Mobile, the leader in Conversational AI solutions for the healthcare industry, drives improved health outcomes and business efficiencies by engaging individuals with tailored and meaningful dialogue. mPulse Mobile combines behavioral science, analytics, and industry expertise to help healthcare organizations move their consumers to adopt healthy behaviors.

“Our program used tailored conversations and personalized stories to engage different segments and drive behavior change. Conversational AI helped us to uncover the reasons why people weren’t completing their screenings and to address these barriers in real time. The results show that we were able to reach and influence some of the most vulnerable populations and this is very encouraging,” said Rena Brar Prayaga, Behavioral Data Scientist and co-author of the study.

AltaMed Health Services, serving primarily Latinx patients in Southern California, has a history of leading innovative, culturally-tailored member engagement programs that improve care outcomes and overcome social determinant barriers among their member population.

Evaluators at the Center for Community Health and Evaluation (CCHE), part of the Kaiser Permanente Washington Health Research Institute, independently evaluated the intervention. The full study, “Using Text Messages and Fotonovelas to Increase Return of Home-Mailed Colorectal Cancer Screening Tests: Mixed Methods Evaluation” was a collaboration between AltaMed, mPulse Mobile and CCHE and published in JMIR Cancer. Authors of the study are Carly E Levitz and Elena Kuo from the Center for Community Health and Evaluation, Monica Guo, Esmeralda Ruiz, Evelyn Torres-Ozadali and Anne Escaron from AltaMed, and Rena Brar Prayaga from mPulse Mobile.

About mPulse Mobile:

mPulse is transforming digital engagement for healthcare’s leading organizations through proven solutions that combine conversational AI with integrated streaming content. mPulse Mobile’s innovative technology and engagement strategy deliver business efficiencies, improve health outcomes, and inspire a more equitable, healthier world, one person at a time. mPulse Mobile has over 12 years of digital health engagement experience and partners with over 200 leading healthcare organizations to deliver over 1 billion tailored digital touch points with health consumers annually. To learn more visit mpulse.com.

About AltaMed Health Services:

AltaMed understands that when people receive care that considers their individual health needs and respects their cultural preferences; they grow healthy—and help their families do the same. Since 1969, we have delivered complete medical services to communities across Southern California. Our team of qualified multicultural and bilingual professionals—from these same communities— is focused on eliminating barriers to primary care services, senior care programs, and essential community services. With nearly 50 accredited health centers and service facilities, we remain committed and ready to help you grow healthy at any age.

View the press release on Business Wire.

2023 Star Ratings Update: Digital Engagement’s Role in Closing Diabetic Care Gaps

Posted on by Megan Scarlatelli

38% of all eligible Medicare Advantage plans saw a decrease in the Diabetes Care – Kidney Disease Monitoring measure performance from 2022 to 2023 Star Ratings. The year 2022 marks the final measurement year for this measure, with Kidney Health Evaluation for Patients with Diabetes (KED) being the proposed replacement. Acknowledging this, plans are uniquely positioned to raise performance scores and improve kidney health for diabetic members using digital health engagement solutions for condition management as they prompt their member populations and provider groups to manage a new measure.

Kidney health evaluation for patients with diabetes

The Kidney Health Evaluation for Patients with Diabetes (KED) is a newer HEDIS® measure that tracks the percentage of adults with diabetes who have been screened annually for kidney disease.

The measure includes two components:

  1. A urine albumin-to-creatinine ratio (uACR)
  2. A blood test to determine the estimated glomerular filtration rate (eGFR).

This measure is important because it can screen and diagnose kidney disease, and early detection and treatment can help prevent or slow down its progression.

Interested in closing this gap? Learn more about our Diabetic Screening Solution.

While this change intends to provide a more accurate and comprehensive assessment of a member’s kidney function, preventing downstream complications and risk, it presents a behavior change challenge for Medicare Advantage plans as improved health outcomes also support better Star Rating performance.

One way members could satisfy the previous measure requirement was via a urine test in the comfort of their own homes. Now, they will likely need to visit a lab or their healthcare provider to also complete the blood test, which can be inconvenient, time-consuming, and, sometimes, intimidating, potentially impacting member compliance and overall plan performance. Routine in-clinic lab work requires behavior change that can be nearly impossible to achieve without strategic intervention.

A multichannel engagement solution to activate diabetes patients

Using a multichannel digital engagement solution that leverages tailored conversations intentionally crafted with behavioral science to activate members is proven to empower members to overcome barriers and get tested.

Rooted in neuroscience and psychology, behavioral science uses cutting-edge techniques proven to empower and inspire members to act. As a matter of fact, a leading Medicare Advantage plan saw an 18% lift in members taking action when behavioral science was used in SMS messaging in mPulse programs versus when it was not.

Here are a few examples of behavioral science principles that mPulse incorporates into messaging to inspire member self-efficacy:

  • Social Proof: Highlighting that a member’s peers are undergoing the exam can increase the likelihood that they will schedule their appointment.
  • Loss Aversion: Highlighting the potential negative consequences of not undergoing the exam can motivate members to take action.
  • Default Bias: Making the in-person exam the default option for members can reduce the effort required to schedule the appointment and increase compliance.

Education is critical in activating and empowering members to complete a desired health action. Streaming a captivating piece of healthcare content or even a link to an existing resource can help educate members about why going in-clinic is a better way to monitor their diabetes, driving sustainable behavior change in combination with behavioral science-backed dialogue. That’s why Streaming Content and Instructional Strategy make up one of mPulse Mobile’s proprietary engagement strategy pillars.

Our team of instructional strategists and healthcare industry experts creates compelling learning experiences to close gaps in healthcare inspired by trends from consumer products and aligned with key STARS measures, like Diabetes Care – Kidney Disease Monitoring. Streaming educational health content and messaging are developed alongside thought leaders and industry experts to ensure members feel empowered, inspired, and informed to take action to improve their health and health literacy.

In fact, mPulse observed a 274% increase in retinal eye exam completions when streaming content was used in SMS versus when it was not. Powerful right? The data speaks for itself.

While the addition of a blood test to the Kidney Disease Monitoring measure presents a challenge for plans, an omnichannel digital health engagement solution utilizing behavioral science strategies and streaming content can successfully drive members to receive the necessary care, improve the overall member experience, and improve measure performance. At the end of the day, everybody wins!

Delivering Equitable Health Experiences Among Medicaid Populations

Posted on by Nicole Lopez

Earlier this month, four of mPulse Mobile’s best and brightest subject matter experts packed up and headed to sunny Florida to attend The Strategic Solution Network’s (SSN) 14th Annual Medicaid Innovations Forum. A huge topic of conversation was, not surprisingly, the FCC’s Declaratory Ruling on phone outreach for redetermination. Released in late January, this ruling opened the door for plans to utilize texting in their efforts to maintain coverage for millions of Medicaid members. 

Texting, however, has always been a big topic of conversation for us. 97% of US adults own a cell phone, and it seems everywhere you go people are glued to their devices. That is what makes SMS texting such an incredibly effective tool to add into your mix of channels. We spoke about just that during our session at the conference. 

Healthcare Experiences Powered by Technology

For that session, Reva Sheehan, mPulse Mobile’s Senior Director of Customer Insights, had the opportunity to present onstage with Sammie Turner, Quality HEDIS Manager for Maryland Physician’s Care. Maryland Physicians Care, a customer of mPulse Mobile and the third largest Managed Care Organization in the state of Maryland, administers healthcare services to Maryland’s HealthChoice enrollees. 

Maryland Physicians Care and mPulse partnered together to deploy a two-way SMS text campaign targeting multiple preventative care screenings, including Breast Cancer Screenings, Well-Child Visits, SSI, and Lead Screening in Children, and we delivered the results of that program to the audience.  

With reach rates ranging from 83% to 95%, we were able to target and communicate with thousands of their customers. The main metric we wanted to observe, however, was the success of texting compared to outbound calls. Is texting a more effective method of outreach to obtain scheduled appointments?

We focused on breast cancer screenings and found strong evidence that it was. After 30 days of outbound calls, 123 breast cancer screenings were scheduled. But with the texting program, we found that we were able to schedule 94 screenings in just four days.  

The texting program was able to get 76% of the screenings scheduled that outbound calling did in just a fraction of the amount of time and did so without the manual work of call center representatives. 

But why is this so? How is texting, which may seem less personal, able to have so much success so quickly?

Three Core Capabilities for Texting Outreach

Texting allows us to reach a large population in a single event and assists in reducing the volume of outbound calls and or letters. If you have the right technology powering your texting program, however, it turns into more than just a text but into a dynamic two-way conversation that can be used to connect with a member, break down barriers to healthcare, and deliver better outcomes.  

There are three core components that enabled this experience for Maryland Physicians Care’s members: two-way text capabilities, natural language understanding, and educational content. 

Two-way Conversations Identify and Address Barriers to Care 

When you have dynamic, interactive conversations with your members, you truly address the barriers they face when trying to get care. Lack of transportation, inability to get time off work, cost, and other factors all play a role in creating an inequitable health experience.

When a plan has the technology to have a real conversation with its members at scale, it can not only identify the reasons members aren’t scheduling screenings, but it can take it a step further to provide solutions and education for the member, such as helping them find a doctor like you see in the example below from Maryland Physicians Care’s program. When the door for care is opened a bit wider for one person, it makes the healthcare system a little bit more equitable for all.

Interested in these capabilities? Learn how these same concepts can be applied to outreach around the end of continuous enrollment » 

Natural Language Understanding and Culturally Appropriate Content 

Natural Language Understanding (NLU), a type of artificial intelligence, is the ability for our system to interpret the responses from the member (even if they are non-standard responses or slang) and respond back in an intelligent manner. mPule Mobile’s NLU is available in 7 languages with translation services for 13.  

One example of NLU in Maryland Physicians Care’s program focuses on creating a more culturally sensitive experience. For this program, the two-way SMS content automatically converted from English to Spanish if the member responded in Spanish. Their language preferences were then reported back to the plan for future interactions. The ability to communicate with your health plan in the language that you are most comfortable with makes it much more likely that they’ll keep communicating and take the desired action.

Leveraging Educational Content to Promote Health Literacy 

One thing we all know is how vital health literacy is to the concept of health equity. The ability to understand not only the care system, but your own body and healthcare needs is critical.  

Videos can leverage educational content to help overcome barriers and inspire action by delivering bite-sized stories and entertainment straight to the member’s phone during a text exchange. The below example was used for a diabetes eye exam program run with a large national health plan. There was a 274% increase in link clicks to scheduling when this video was used in the text outreach vs when it wasn’t.

Equitable Healthcare for All 

The dynamic conversational engagement used by Maryland Physicians Care enabled them to reach more members and deliver tailored resources and calls-to-action to empower members to act and deliver better outcomes at scale. When each member has the opportunity for a personalized and relevant conversation about their health with their plan, they’re receiving a more equitable experience.  

Interested in these capabilities for a redetermination program? Learn how these same concepts can be applied to outreach around the end of continuous enrollment!

mPulse Supports Over 30 Customers During the Unwinding of Continuous Enrollment

Posted on by Brendan McClure

LOS ANGELES – mPulse Mobile, a leader in conversational AI and digital engagement solutions, announces collaborations with over 30 managed healthcare organization customers to leverage digital engagement strategies to support the redetermination of Medicaid and CHIP enrollees following the end of the continuous enrollment period that was part of the Covid-19 public health emergency (PHE). These collaborations will ensure millions of low-income Americans retain the health coverage they need, and will provide digital resources to help individuals who no longer qualify for Medicaid transition to public exchange plans.

On December 29, 2022, President Biden signed a federal spending bill containing legislation decoupling continuous enrollment from the PHE effective April 1, 2023. Medicaid and CHIP enrollees will have to go through the recertification process to retain coverage. Medicaid Managed Care organizations (MCOs) have a 12-month timeframe to initiate and two additional months to complete renewals for their members in collaboration with local and state agencies. On January 23, 2023, the FCC issued a declaratory ruling reaffirming that the provision of a mobile phone number by a member to their state agency during the enrollment process constitutes prior express consent. Therefore, text outreach is an effective tool to drive the recertification process.

“Medicaid plans face a large administrative challenge to ensure their enrollees have continuous access to care,” said Bob Farrell, CEO of mPulse Mobile. “Many Medicaid beneficiaries tend to change addresses frequently, so traditional mailed recertification communications are less effective, whereas mobile phone ownership is well above 90% and text is utilized across populations. mPulse has pioneered the use of text outreach across lower income populations and individuals who face SDoH impacts, and we’ve consistently demonstrated our ability to engage and activate these hard-to-reach populations to take positive action for their own health.” 

mPulse is working with a broad set of national and regional MCOs to deploy digital outreach programs to support members through the recertification process. mPulse’s conversational AI capabilities allow health plans to send out reminders with embedded links to online sites for recertification and ask questions about barriers that may be preventing members from re-enrolling. As members respond via text, the automated program addresses the issues they identify, which provides a robust consumer experience and improves program outcomes. mPulse has deployed automated conversational programs to Medicaid populations across seven languages. Prior to the Covid-19 pandemic, mPulse’s digital outreach redetermination programs consistently delivered over 20 percentage point improvements in redetermination rates compared to traditional communication channels.

“With much of the last year spent in a holding pattern with each 90-day PHE renewal, we finally have a clear path through the end of the unwinding phase,” said Reva Sheehan, Senior Director of Customer Insights at mPulse Mobile. “However, that doesn’t mean it will be easy. This is an all-hands-on-deck moment for Medicaid MCOs. We encourage all impacted health plans to take advantage​ of CMS’ call for states and MCOs to work together, and the FCC’s clarification of prior express consent to text and call individuals to provide assistance through the entire recertification process. In addition to known challenges and barriers, many of these individuals have never been through a recertification process. The robust multi-channel communication approach that mPulse Mobile provides is the best way to keep at-risk members from slipping through the cracks.”

Visit the full press release ​on business wire »

Celebrating Achievement in Health Equity and Technology Innovation at the Activate Awards

Posted on by Gabe Kratzer

mPulse Mobile recently wrapped up its fifth annual Activate conference with the Activate Awards, which provided yet another celebration of healthcare leadership, innovative program design, and improved health outcomes amidst various health engagement challenges.

The theme of Activate2022, The Power of Behavioral Science to Drive Health Action, was reflected throughout the conference with captivating speaker sessions and expert panel discussions. Networking inspired exciting conversation around innovative technology, behavior change design, and consumer experience, and the Activate Awards surely brought those conversations full circle.

The awards help illuminate health plans, health systems, health service providers, PBMs and other types of healthcare organizations that utilized new strategies or unique tools to activate their consumer populations. The companies highlighted each year typically face barriers with engaging a certain population or driving specific health actions, so they search for innovative solutions to tackle those challenges. 

For example, in 2019, CountyCare saw drastic rates of members losing Medicaid coverage, so the managed care organization (MCO) implemented automated text dialogues and saw their Redetermination rates improve by 3.3 percentage points in just one month, subsequently running away with the Most Improved Consumer Experience award. Last year, CareSource incorporated secure surveys, SMS, and streaming video to significantly impact their hard-to-reach members – they won 2021’s Best Use of Conversational A.I.  

The same story is true for this year’s winners.   

The remaining 3 award categories are Achieving Health Equity, Most Innovative Solution and Most Significant Outcome. Like the teamwork and critical thinking generated from breakout workshops and Q&A during the conference, the awards are a celebration of two companies that partnered together to overcome consumer barriers or gaps in care by building uniquely tailored engagement programs. 

Here are the winners of the 2022 Activate Awards: 

Achieving Health Equity

 
Program Goal
Increase Colorectal Cancer Screenings

AltaMed Health Services is one of the largest Federally Qualified Health Centers (FQHC) in the United States and provides a range of health services to Latino, multi-ethnic and underserved communities in Southern California. After seeing a steep drop in colorectal cancer screenings during the COVID-19 pandemic, the health center sought a solution that could help patients overcome barriers like language and lack of awareness of services. 

AltaMed partnered with mPulse to deliver multi-lingual, educational health content to patients using mobile fotonovelas tailored to both males and females who had not completed a screening. Patients received and digested vital communication about getting screened, where to find the nearest screening site, and more through culturally sensitive stories delivered in a familiar format.  

A randomized control study found that 63% of patients who responded to the fotonovelas either liked or loved it, and 39% reported it positively impacted their willingness to act. By educating patients with curated content, AltaMed closed a key screening gap, lifted health literacy and perhaps most importantly – made significant progress toward health equity.

Notable Outcome
Patients that viewed the fotonovelas (19%) were more likely to submit a sample for cancer screening than patients in a control group (11%)

Best Use of Conversational A.I.

 
A Technology-Enabled Health Services Company
 
 
Program Goal 
Promote smoking cessation among teen vapers 

This leading health services organization employs over 210,000 employees globally and utilizes technology-enabled solutions to promote consumer wellness and population health. A major public health problem facing young adults, particularly teens, across the U.S. is the use of e-cigarettes, or vaping. The company sought to promote smoking cessation among teen vapers, a cohort still widely understudied, by implementing intelligent conversational solutions and educational content.

They collaborated with mPulse to build a personalized SMS program, lasting 4-6 months, that leveraged Natural Language Understanding (NLU) to deliver automated, interactive text dialogues to a targeted teen population. Individuals were also provided custom-built streaming health videos that offered tips on quitting and even an option to connect with an SMS coach. 

The use of NLU enabled the delivery of automated messaging based on text responses, which helped the organization direct each individual to the appropriate resource. The program yielded an 85% engagement rate, and ultimately 69% of participating teens completed the program. The key result, that 73% of teens in the program set a date to quit vaping, demonstrates the value in utilizing automated text conversations and on-demand content to promote smoking cessation in vulnerable teens.

Notable Outcome 
73% of participating teens set a quit date
 
 

Check out a new streaming health course for smoking cessation. »

 

Most Improved Consumer Experience

 
CalOptima Health
 
 
Program Goal 
Increase Awareness of SNAP benefits (CalFresh)

CalOptima Health is a County Organized Health System that provides health insurance coverage for low-income children, adults, seniors and people with disabilities. As Orange County’s largest health plan, the organization includes a network of over 10,000 primary care doctors and serves over 900,000 Medi-Cal beneficiaries. The health system looked to address a gap they had identified with low-income families enrolling in the state’s food assistance program, CalFresh, federally known as SNAP.

CalOptima and mPulse partnered to launch a two-way texting campaign, which utilized interactive SMS powered by NLU and tailored to 7 different languages. The health plan addressed language barriers by delivering vital information about CalFresh’s food security benefits to underserved families and Medi-Cal members in their preferred language.  

Through automated text workflows, members could respond in their native language with answers like: “I already have CalFresh” or “I want to apply.” The program has continued to expand, having delivered over 5 million messages in 2022 already. Communicating with members according to their preferences about important CalFresh benefits helped CalOptima both improve consumer experience and reduce food insecurity for an at-risk population.  

 
Notable Outcome 
Over 5 million messages delivered to members in 2022 about CalFresh benefits

Like what you’re reading? Join us next year for Activate2023! Secure your spot now. »

Most Innovative Solution

 
 
Program Goal 
Drive members to schedule a diabetic eye exam

Humana is one of the five largest health plans in the country according to member enrollment and has been partnered with mPulse for over 10 years. With more than 20 million members, including over 5 million Medicare members, the plan looked to close a gap with their members scheduling the annual diabetic eye exam.

The plan worked with mPulse to launch an SMS texting campaign to increase awareness around the importance of the eye exam and to drive members to schedule an exam. The program featured A/B testing, in which one half of members was provided a 30-second streaming health video in the initial message while the other half received only text.  

The educational video enabled a learning experience that was easily accessible and familiar, concluding with a URL for members to learn more about scheduling the eye exam. Humana saw a remarkable 270% increase in clicks to schedule an exam when outreach included the streaming video. The test demonstrates that using streaming health content alongside two-way conversational solutions can significantly help activate hard-to-reach members with diabetes.

Notable Outcome 
270% increase in clicks to schedule a diabetic eye exam when outreach included 30-second streaming video

Most Significant Outcome (tie)

 
A Technology-Enabled Pharmacy Services Company
 
 
Program Goal 
Improve member experience and pharmacy engagement

The leading PBM and pharmacy services company is nationally recognized and fills over 1 billion prescriptions annually for millions of healthcare consumers across the country. With a rapidly growing population, the healthcare leader sought a solution to improve pharmacy patient engagement by utilizing a new communication channel for its home delivery pharmacy and prior authorization programs. 

The pharmacy leader partnered with mPulse to roll out more than 50 outbound-dialer Interactive Voice Response (IVR) campaigns. The IVR messages notified members about prior authorization approvals/denials, refill reminders, shipping details and doctor responses.  

Ultimately, over 5.8 million IVR records were exchanged and the outbound dialer launched over 5.1 million total calls. By offering a new avenue for members to complete a healthy action like ordering medications, the pharmacy enterprise initiated meaningful conversations to help enhance member experience, improve self-service capabilities, and close pharmacy engagement gaps.

Notable Outcome 
Reached over 2.2 million members with 55,000+ members giving SMS consent

Most Significant Outcome (tie)

 
 
Program Goal 
Improve refill adherence for HIV patients 

MetroPlus Health Plan is a subsidiary of NYC Health & Hospitals, the largest municipal health system in the country. The insurance organization serves a diverse group of over 600,000 New York residents across Medicaid Managed Care, Medicare, D-SNP, MLTC and more plan types. A big challenge for the plan was getting HIV patients to refill medications that are pivotal to managing their condition and avoiding complications.

MetroPlus partnered with mPulse to educate the vulnerable population through interactive text messaging about the importance of medication adherence and reducing their  unmedicated days. Texts were delivered one week apart and provided members with vital resources like phone numbers of a pharmacy or a member of the HIV care team.

The plan measured results based on whether or not a patient completed a refill within 7 days of initial outreach. The program yielded a 69% improvement in medication refills when SMS text reminders were deployed, indicating that text nudges inspire self-efficacy and action within this vulnerable population. Through targeted, mobile intervention, MetroPlus helped positively impact medication adherence for over 1,000 patients living with HIV.

Notable Outcome 
69% improvement in medication refills with mPulse text reminders

Health Challenges in 2023

The 6 winners of this year’s Activate Awards showed that even when a new barrier is identified with engaging a population, healthcare organizations must adapt to adhere to their consumers’ needs. Whether utilizing a new communication channel, adding streaming video or incorporating multiple languages, the awards demonstrate that providing healthcare consumers with tailored, learning experiences can significantly impact how they engage with a program. 

As the needs and preferences of healthcare consumers continue to evolve, so too should the capabilities of the healthcare organizations that serve them. Next year’s awards ceremony will surely exhibit a new string of engagement challenges with complex populations and niche use cases – let’s see what type of healthcare innovation surfaces in 2023! 

D-SNP Spotlight, Part 2: Engagement Opportunities within the 2023 Ruling

Posted on by Andrea Amelse

The CY 2023 Medicare Advantage and Part D Final Rule places a magnifying glass on vulnerable D-SNP members with additional regulations that will require plans to integrate services, adopt new products designed to deepen engagement, drive growth and retention, and inspire meaningful behavior change. Plans must consider these new guidelines when designing their D-SNP engagement programs. Visit Part 1, D-SNP Spotlight: Engagement Opportunities within the 2023 Ruling, to read a summary of the ruling and related changes to D-SNP regulations.

Why D-SNP? 

D-SNP members offer plans a unique engagement challenge, particularly due to their hard-to-reach reputation and growth potential. There are roughly 4 million D-SNP members nationwide, with 7 million additional individuals remaining eligible. This rapidly expanding population saw a growth increase of 52% since 2018, with an increase of 16.4% in 2021 alone. 

This fast-growing member population qualifies for both Medicaid and Medicare due to their complex needs and requirements. D-SNP members often have a disabling condition, suffer from mental health disorders, receive care from multiple doctors for a variety of health conditions, and/or receive in-home care or other specialized health and social service care. D-SNP members also have access to additional benefits which often include dental care, discounted over-the-counter pharmaceuticals, hearing exams, annual eye exams, and no-cost transportation to health care visits.  

Despite their complex needs, D-SNP members open the door to several opportunities due to the requirements in place that enforce plan coordination and whole person care engagement models. Here are a few opportunities to consider.

Opportunities to Engage and Drive Outcomes  

Cut Through the Competition 

Creating meaningful relationships is the key to retaining members, and the stakes are high when it comes to D-SNP. To retain members, each individual needs to feel seen and addressed. Scaling communications across an entire population is no small feat, particularly when each member has their own unique needs and challenges. 

Personalized omnichannel messaging is essential to creating a valuable experience and allows for resources and services to be delivered on a case-by-case basis through each member’s preferred channel of communication. Conversational AI allows messaging to remain dynamic, while Natural Language Understanding (NLU) analyzes each response. mPulse Mobile uses a combination of industry, public and private data sets combined with plan data to create highly accurate predictions, and continually optimizes dialogs using conversational insights. By sending the right message at key moments, and providing resources and information each member needs most, we can begin building meaningful relationships that reduce churn. 

Break Down the Barriers 

Reaching and getting D-SNP members to engage is a great start, but instilling behavior change and self-efficacy to create action? Definitely a challenge – particularly when we consider the unique needs D-SNP members face. Members face a combination of mental health and physical health challenges, which can include ailments such as substance abuse and comorbidities. They often receive in-home care, reside in long-term care facilities, or have designated caregivers. These situations can create even more barriers to engaging and activating D-SNP members. Despite obstacles, providing relevant and critical care information and resources, particularly benefits they may not be aware they have access to, through their preferred communication channel is a great first step. But how do we create meaningful behavior change? 

We can begin building health literacy by providing powerful media experiences that include interactive and educational modalities. mPulse Mobile offers streaming health education across a variety of health topics. All content is designed by our team of production designers and learning strategists, with the goal to build skills that empower members to own their health and adopt healthier behaviors over time. Not only do we design for health literacy, we design for entertainment and boast a 71% member self-reported likelihood to take action after engaging with our streaming content.  

Drive Value Again and Again 

D-SNP members offer plans tons of flexibility. Because Medicare and Medicaid benefits are tied into a single member, premium dollars increase and open the door to curating much-needed exceptional member experiences. Allowing plan resources and benefits to reach, engage and educate this rapidly growing and vulnerable population is crucial. To attain and retain the market share, developing partnerships with organizations designed to drive repeated value is key. Understanding your member’s needs, using behavioral and learning science to engage and educate them, and driving action at key moments increases member retention, and delivers better health outcomes. 

How mPulse drove a 58% D-SNP Engagement Rate 

mPulse partnered with a national payer who serves over 17 million members nationwide, with D-SNP member eligibility available in 28 states.  

Goals 

The program focuses on welcoming new D-SNP members to the plan, with an emphasis on increasing awareness and utilization of available benefits and services. By providing a white glove experience, the plan aimed to increase retention of D-SNP members and create meaningful relationships with these members at scale. Additional goals included HRA completion. 

Execution 

Over the course of three weeks, more than 45,000 D-SNP members were enrolled into a 3-week SMS program. Each week promoted a different service offering, including healthy food card and over-the-counter pharmaceutical discounts, as well as assistance in finding a provider and ensuring members received their ID cards.  

Results 

SMS text messages saw a 99% delivery rate with 58% engagement. More than 30% of engagement included link clicks to related plan benefit offerings, which included over-the-counter pharmaceutical discount cards, healthy food cards, and provide finder links.

What’s next?  

By understanding how to reach members with complex needs, plans can cut through the competition and provide unrivaled experiences for D-SNP members. mPulse Mobile is the leader in Conversational AI solutions for the healthcare industry and operates to continually drive outcomes using tailored and engaging digital experiences. Our rich understanding of diverse populations enables our team of behavioral and learning scientists to curate highly tailored programs designed to impact the lives served by our 180+ client roster.

How to Address Changes in Patient Engagement and Motivate Flu Vaccination Fulfillment

Posted on by mPulse Team

Flu season is coming back around, and in a post-COVID world, that means changes in how members engage when it comes to being vaccinated. Lingering perspectives related to vaccine hesitancy may influence members’ reluctance to be vaccinated for the flu despite vaccinations being even more critical to their continued health. Health plans, providers, and pharmacies will have to work harder this year to ensure their health consumers are vaccinated and protected against the flu than they have in years past.

In the 2022–23 flu season, vaccination coverage with ≥1 dose of flu vaccine was 57.4% among children 6 months through 17 years, similar to the 2021–22 flu season (57.8%), and flu vaccination coverage among adults ≥18 years was 46.9%, a decrease of 2.5 percentage points from the prior season (49.4%).

With the unpredictability of flu severity from season to season, outreach and patient engagement to provide information and identify resources for access to vaccinations is integral to a health plan’s ability to proactively communicate with diverse populations through targeted content.

Annually, unvaccinated individuals will cost the healthcare system over $10.4 billion and an additional $17.6 Billion in lost worker productivity.

Flu vaccine patient education can help to prevent:

  • 5 million flu-related illnesses
  • 7 million flu-associated medical visits
  • 105k flu-associated hospitalizations, and
  • 3k flu-associated deaths 

So, what can the healthcare industry do to combat this? With tools like behavioral science, interactive flu vaccine education, and conversational AI at their disposal, it’s possible to see significant increases in flu vaccination rates among members.

Let’s take a closer look at why.

The Foundation: Science of Human Behavior

Let’s start with the basics for any outreach program we run: behavioral science. In this mega-study conducted by The University of Pennsylvania and Walmart, 22 different behavioral science techniques were tested. These 22 varied techniques were embedded into messages delivered through SMS to over 650,000 Walmart pharmacy patients to determine which boosted vaccination rates the highest. Overall, including all these techniques increased flu vaccination rates by an average of 6.7% over a three-month follow-up period.

However, the endowment effect was the most effective technique, which encouraged patients to visit Walmart for a flu vaccine reserved specifically for them. By telling a person a particular flu shot is ‘reserved for you’ and already belongs to them, the vaccine becomes a tangible thing of value that they own. The Endowment Effect is an emotional bias to put a higher value on owned objects. This approach also uses the technique of Loss Aversion, a bias that makes us care nearly twice as much about avoiding loss than receiving an equivalent gain. In this case, if you don’t claim your flu shot, you’ll lose something you own.

We use behavioral science in every program we deploy for our clients, but this study specifically and the endowment effect itself was the basis with which we built our flu vaccination solution for the 2022-2023 flu season. What UPenn and Walmart didn’t have, though, was the following few factors that pushed our flu program beyond even this study.

Streaming flu vaccine patient education

With so much flu vaccine hesitancy in our post-COVID world, flu vaccine patient education about the safety and efficacy of vaccinations is a necessary step, and departing from the mundane pamphlets and brochures of the past by utilizing streaming health content is an extremely effective way to do this.

fotonovela to help improve flu vaccine patient education

The content we’ve produced for flu vaccine education is a series of fotonovelas, which are auto-forwarding image-based stories with a visual interface similar to the stories feature on Instagram. Fotonovelas are ultimately a health literacy tool, but at the same time, they make learning fun and easy (80% of learners on our platform report liking or loving the fotonovela content type).

In this specific flu fotonovela below, the characters featured resonate with diverse audiences, the storylines detailed transcend linguistic and cultural barriers to deliver essential information, and the tone provides empathy and support on the path toward the desired call to action. The best part is that health patients who view a Fotonovela are 72% more likely to get vaccinated.

2-Way conversations uncover barriers

Having 2-way conversations allows you to gather insights about your members that can inform future communication.

  • What is their sentiment toward the program and plan?
  • Why haven’t they been vaccinated?
  • Have they already been vaccinated, and we don’t know?

Knowing why they haven’t been vaccinated allows the plan to respond with education and resources to assist.

  • Do they need help figuring out where to go? Send them the information to their nearest pharmacy.
  • What about if they’re not sure they need a flu vaccination? Send them a Fotonovela to educate them!

Multiple channels, multiple languages

The UPenn and Walmart mega-study tested SMS messages, but why stop there? A large part of an effective engagement strategy is meeting members where they are. As such, our solution includes SMS, IVR, and email channels. Take the concept of meeting members where they are one step further, and you’ll get the ability to deploy this vaccination solution in both English and Spanish. This means reaching more of your population in the way they want to communicate.

Tackle flu early and effectively

The CDC recommends that everyone six months and older, especially people at higher risk, should get a flu vaccine annually to reduce their risk of contracting seasonal flu, alleviate the severity of symptoms, and decrease the likelihood of experiencing major health complications if infected. The importance of each individual vaccinating against the flu needs to be communicated to members through targeted, succinct, and easily understandable materials delivered through channels to reach them where they are most apt to respond and be motivated to act. Studies have found that patients who are informed and effectively motivated are also more likely to adhere to their treatment recommendations.

Our flu vaccination solution

mPulse Mobile’s flu vaccination solution uses proven behavioral science, dynamic content, and an omnichannel approach to overcome common vaccine barriers and get more members vaccinated. With over 15M Flu vaccination touchpoints sent to Medicaid, Medicare, and Commercial members by mPulse in the last two years using its 2-way Natural Language Understanding platform, we have learned from millions of past vaccine conversations in both Spanish and English. We use behavioral science in a relatable and quick experience and employ Fotonovelas to empower members to act. We can help overcome common barriers and resistance by listening for vaccine readiness.

For more information on this flu vaccination solution and a live demo on how we can improve your flu vaccine patient education, register for our webinar, Double Your Vaccination Rates for Your Health Population.

Activating Healthcare Consumer Behavior Change: Make it Personal

Posted on by Gabe Kratzer

Key takeaways from our interview with Solome Tibebu

In the last decade, behavioral health has grown from an ancillary service offering to a critical component of health services and care delivery. According to an OPEN MINDS Market Intelligence Report, spending on mental health services totaled $225 billion in 2019, up 52% from 2009. Companies like Talkspace and BetterHelp, founded in 2012 and 2013, recognized this spike and made it their mission to increase the availability and accessibility of mental health services to those struggling to access and navigate care. Behavioral health has continued to evolve, and it is incumbent on all healthcare organizations to adopt new methods of providing care to vulnerable populations. Learning from innovative companies and forward-thinking leaders is vital to building an effective care strategy for the one in five U.S. adults living with a mental illness.  

mPulse sat down with Solome Tibebu, a pioneer in behavioral health technology and innovation, whose passion stems from the care gaps that have existed and still remain in mental healthcare. At the early age of 16 years old, Tibebu started a non-profit online resource, Anxiety in Teens, to offer education and support for teens and young adults who were struggling with anxiety and depression. After ten years, she began working in startups and consulting, continuing to advocate for the role of technology in advancing behavioral healthcare. 

This year in June, Tibebu will be putting on her third annual Going Digital: Behavioral Health Tech summit, a conference where health plans, providers, health systems, employers, investors and startups convene to discuss the evolving landscape of behavioral health. The virtual (for now) event is a great opportunity to share best practices for implementing digital resources and innovative technologies to improve access to mental health services. We are proud to be a sponsor for the second consecutive year, and we look forward to contributing to discussions around how healthcare organizations can implement solutions to tackle barriers and make mental healthcare more accessible for all.

Improving Access through Technology Innovation

COVID-19 created an array of challenges to advancing mental health access, but it also sparked a digital transformation that brought innovation to the center stage. With more consumers staying home, “tech has exploded as a response to the pandemic,” Tibebu prefaces. Technology plays an important role in understanding and addressing the social dynamics that affect each person living with mental illness. Some of the challenges that plague mental health accessibility require more than simple one-way consumer interactions, however. 

Talking about health plans, Tibebu emphasizes, “stigma is a huge barrier even after they’ve procured some kind of solution, so they need to have a strategy around how they’re gonna address stigma, and engagement of the member.” Stigma can produce feelings of worthlessness and lead to social isolation while social determinants of health (SDOH) like transportation access or income level can prevent consumers from seeking care. To tackle barriers like SDOH and stigma, it is necessary to utilize technology to understand consumer needs and preferences. 

Conversational AI and Natural Language Understanding power the capability to deploy behavioral science strategies at scale when communicating with vulnerable populations. For instance, incorporating a strategy like Affect ensures that messaging is based in empathy, increasing motivation to engage with sensitive healthcare outreach. Social Proof is an effective strategy that helps assure consumers that they are not alone and can help reduce social isolation caused by mental health stigma.  

Applying behavioral science and identifying SDOH in conversational outreach enables a deeper understanding of consumers. Once individual preferences are captured, healthcare organizations can efficiently tailor relevant content to each consumer and activate meaningful behavior change. 

Delivering Tailored Content at Scale

Incorporating clinically validated behavior change techniques helps with understanding the needs and preferences of consumers. Tibebu asks, “now all of these payers have implemented their telehealth solution but it’s the next level – how do we get something more customized, personalized to their respective populations?”  

Plans and providers can drive deeper engagement and self-efficacy by adopting tailored engagement strategies that lift utilization of the programs they’ve invested in. Conversational AI enables the orchestration of programs and resource delivery across preferred consumer channels. Natural Language Understanding helps capture important data from consumer responses to help route them to the appropriate digital resource. 

A one-size-fits-all care model fails to meet the needs of each consumer, while customization empowers healthcare organizations to intervene with meaningful content that drives behavior change. “How can you identify the consumer’s need and triage them to the right end solution?” Tibebu reiterates. Certain individuals who prefer a visual learning experience may benefit from a course like Living with Anxiety & Depression, while those who respond better to audio can be directed to a podcast like Mental Health Matters. 

Providing on-demand, curated content can motivate consumers to take control of their health and execute healthier behaviors, leading to improved outcomes and a better consumer experience.

Impacting Beyond Mental Health

We asked Tibebu why personalization in mental healthcare should be important to payers specifically. She responded, “because mental health is at the vortex of all health…for all of these other conditions, expensive conditions, that are impacted as a result of poor mental health.” Consumers who are negatively affected by mental health are more likely to develop chronic conditions, which piles up costs for both the consumer and the organization providing services. This creates an opportunity for plans and providers to adopt innovative solutions that promote well-being through tailored engagement. 

MagellanRx Management serves a complex population and recognized the need to incorporate well-being content for their members who were experiencing loneliness and anxiety from COVID-19. They partnered with mPulse to deploy digital fotonovelas, which use culturally sensitive stories in a comic-strip format to improve health education and activate diverse populations. The program drove impressive outcomes, yielding over a 38% engagement rate and a 90% member satisfaction score. 

We questioned how organizations outside of payers and providers can “step up” to make mental healthcare more accessible. Walmart Wellness is a nationally recognized brand whose goal is to “help customers raise their hand and more easily access their hubs,” Tibebu clarifies. Walmart partnered with mPulse to implement SMS solutions along with streaming health education to drive their customers to the right well-being resources. The program included custom learning plans across several wellness topics and produced significant improvements in customer engagement. 

After chatting with Tibebu, we are reassured that mental healthcare should be the focal point of an effective engagement strategy. Innovative companies can promote mental well-being and health literacy by leveraging technology that personalizes outreach. Educating consumers with tailored content through timely and convenient engagement builds self-efficacy and lasting behavior change.

Learn more about Conversational AI and streaming health education here. 

 

Member Communication for the Home COVID-19 Test Coverage Mandate and Other Rapid Response Programs

Posted on by Nora Cristobal

Beginning January 15th, the Biden Administration required health insurers to cover the costs of up to 8 at-home COVID-19 tests per month for their privately insured members. This not only helps reduce or eliminate up-front costs of Americans seeking an at-home solution to COVID-19 testing, but it also helps dull the pain points of finding testing facilities when needed.

The mandate, which quickly became breaking news, was a welcome announcement for health care consumers, but it threatened to strain insurers who were given official notice just days prior to its effective date. In the last two weeks, we’ve heard from many of our healthcare partners about the challenges this presents during an already busy season. Plans found themselves in a difficult position needing to communicate as quickly and accurately as possible while maintaining their current programs and managing their open enrollment period (OEP).

Easy Rapid Roll-out Practices for Your Members and Organization

Between call-center re-routes, at-home test kit availabilities, and managing the member experience, staying agile after this announcement can become both overwhelming and costly. This is not the time to trial and error communication with your populations.

Relying on the methods you have already been using for member communication is your best bet in yet another unpredictable turn during the pandemic, and there are several distinct best practices plans can follow to handle unexpected situations like this as they arise.

To start, use the quickest and most impactful means of communication with your members first. 3.8 billion people own a smart phone and SMS is a reliable source of fast communication. If that line of communication is already set up with your population, connecting them with resources after any sudden event will be much simpler. The minimum data requirements we recommend for our at-home testing mandate outreach or similar programs are the member’s first and last name, date of birth, mobile phone number, and address.

Channels like SMS are ideal for reaching consumers quickly but implementing a multi-channel approach by including email and even IVR channels is an option, too. For example, using a consumer’s preferred method of outreach, like IVR, to authenticate mobile numbers and direct them to two-way automated workflows can be an effective tool, allowing your organization to provide cost saving information within hours while still utilizing all lines of preferred communication.

Whatever the channels you choose, we recommend providing comprehensive education and resources by redirecting consumers to trusted information sources, such as an interactive FAQs page or links to valuable sites like USPS How to find a test site. This reduces the chance of them calling their plan for information that is thorough and easily accessible elsewhere. In the case of this at-home test mandate, providing them information on their pharmacy or a link to all in-network pharmacies near them can also help the plan save money on reimbursement costs.

Orchestrating this outreach early and getting in front of the member with the correct messaging before they reach out to your call centers can help mitigate costs in any situation, but it can be especially helpful after the at-home mandate announcement. It will not only help ease the influx of calls to a costly call center, but it will also lead your membership to the resources they need to secure their at-home tests at a more reasonable cost to the plan.

Another rapid roll-out best practice we recommend is partnering with a solution provider which has the technology in place to quickly deploy two-way messaging at scale. The ability to have bi-directional conversations to address the specific questions of each member individually (ideally through natural language understanding technology) will significantly improve the efficacy of your program. And with this partnership in place, you won’t need to focus on setting up member communications in the middle of figuring out execution. You can lean on your solution provider to build and deploy the program for you.

Interested in learning more? Watch our on-demand webinar on at-home covid-19 mandate best practices and rapid response solutions »

The most important factor, however, is acting quickly. If your outreach provider has contingencies in place for last-minute events like this, they will most likely be able to stand up a solution that has all our best practice elements included in a timeframe of two to three weeks or less.

How Does This Fit Into the Member Journey?

Though communication surrounding this mandate is trickier than other rapid responses, swift messaging to member populations is still essential. When a health plan reacts quickly to market changes and provides helpful information to ease members and patients through a complicated and cumbersome process, they become trusted partners throughout that member’s journey. The right communications from a trusted authority, reduce the complexity this new mandate has presented, and others to come, and will prevent misinformation that members face. If your organization has a communications partner with experience standing up programs quickly, then it can feel easier on the member to get common questions answered, find vaccine sites, and submit claims, etc. – further reducing barriers to crucial and accurate information.

And with CAHPS right around the corner, what better timing to solidify that spot as your member’s trusted source of information that is preventative and timely? Further strengthening trusted relationship between plan and member.

Understanding your membership and leaning on the information you have, such as their preferred language, the channels your healthcare consumers use, and the right contact information will go far when your organization needs to pivot and deploy information timely and most efficiently.

COVID-19 Home Test Coverage Takeaways

If your organization is currently using SMS to outreach to your populations, you are in the perfect position to outreach quickly and at scale, and you only have to switch out standard messaging with the right messaging for the moment. An easy framework for rapid rollout solutions your organization has at the ready, is a sure-fire way to communicate all new breaking information.

Then working with your solution provider to craft the perfect messaging or leaning on your solution provider’s behavior science technology will impact how swiftly your organization can easily respond in moments when messaging is not able to take the priority–like we saw just a few weeks ago many other times throughout the pandemic. The focus can remain on execution while your automated solution provides your membership with what they need to feel like they can come to you for the most reliable trusted resources at any time.

Overcoming Barriers for the COVID-19 Vaccine for Kids

Posted on by Gabe Kratzer

On October 29, 2021, the FDA authorized usage of the Pfizer-BioNTech COVID-19 vaccine for children ages 5 to 11-years-old. This was followed by the CDC’s announcement four days later recommending the pediatric COVID-19 vaccine for the 5 to 11 age group. Now that 28 million more Americans are eligible to receive the vaccine, healthcare organizations must play an important role accelerating vaccinations and decreasing the spread of the virus.

Routine child immunizations have declined over the last few years and have continued to drop since the emergence of a new virus. Recent data from the World Health Organization (WHO) indicates that in 2020, over 23 million children missed out on basic vaccinations, which is 3.7 million more than in 2019. Children make up a large segment of the U.S. population and can substantially advance the spread of COVID-19, elevating the need to promote vaccine awareness to parents of eligible children.

To increase vaccination among 5 to 11-year-olds, it’s important to first understand what causes vaccine hesitancy in parents. Social determinants of health (SDOH), misinformation, and health access are a few factors that influence vaccine hesitancy, and healthcare organizations can overcome obstacles like these by incorporating behavioral science strategies when communicating with parents. Overcoming vaccine barriers requires that parents are engaged with the appropriate educational resources that inspire behavior change and promote self-efficacy.

Understanding the Importance of Vaccinating 5 to 11-year-old Children

In the United States, there are over 72 million children under the age of 18, accounting for roughly 22% of the total population, according to a recent report from the U.S. Census Bureau. While the 12 to 17-year-old population is 51% fully vaccinated, those numbers are declining. The addition of 5 to 11-year-olds into the population of eligible Americans means that 28 million new patients are now able to be vaccinated. The data suggests that there are over 40 million children yet to be vaccinated, and well over half of them are between 5 and 11-years-old.

The urgency with vaccinating these children lies in the threat of widespread COVID-19 infection. 5 to 11-year-old children represent a large portion of the population across the U.S., and more importantly, they can infect vulnerable groups around them unknowingly through asymptomatic spread. Additionally, as the virus spreads throughout the community, the emergence of a more contagious COVID variant becomes increasingly likely. This complicates the pandemic by not only by bringing this unknown factor into the equation but by also potentially threatening the efficacy of existing vaccines for the greater population.

Beyond the threat of the coronavirus itself, however, required social isolation has contributed to loneliness and anxiety in children. The National Institute for Health Care Management Foundation (NIHCM) reported that from mid-March 2020 to October 2020, mental health-related Emergency Department Visits for children ages 5 to 11 had increased 24% compared to the previous year. Returning to a normal, pre-pandemic lifestyle may be critical to protect the long-term mental health of children.

So, if vaccinating the youngest eligible population is a step in the direction of normalcy, what is stopping parents from acting?

Identifying Barriers That Cause Vaccine Hesitancy

Perhaps the most apparent obstacles in the way of widespread vaccination among 5 to 11-year-old children are the education level, healthcare access, and health beliefs of the parents. In a study from Northwestern University that surveyed over 1,900 parents, it was found that those who received less education were less likely to vaccinate their kids. Fortunately, insights from older populations demonstrate that personal health beliefs and misinformation can be mitigated by providing adults with accurate COVID-19 information from trusted health experts and trusted channels of communication.

Lack of healthcare access can prevent parents from receiving vital communication about the free cost of the vaccine, locating vaccination sites, or how safe the vaccination itself can be (91% effective in preventing COVID-19 in children ages 5-11 years-old). Those populations with lower incomes are less likely to have healthcare coverage, which ultimately negatively influences vaccination rates.

When evaluating low access to COVID-19 resources, understanding how race and SDOH influence program utilization can help illuminate the best strategies to reach a parent. The aforementioned study also found that when it comes to vaccinating their children, Black American parents were the most hesitant racial group. This presents an opportunity to deliver more personalized interactions that scale across diverse populations. In order to do that, it becomes necessary to engage parents with culturally sensitive and accurate vaccine information.

Each individual parent has unique beliefs and preferences that influence how they engage with a COVID-19 program. Barriers like misinformation, SDOH, and health access can significantly impact vaccine hesitancy. While these are ingrained beliefs and difficult obstacles to overcome, healthcare organizations can adopt strategies to uncover these barriers and inspire healthier actions through meaningful conversations tailored to each individual’s unique beliefs and barriers.

Overcoming Barriers with Behavioral Science

The barriers that create COVID-19 vaccine hesitancy in parents are similar to the barriers that have long existed with traditional immunizations like influenza. Just like with the flu, an individual’s preferences can be understood by incorporating behavioral science strategies like social proof, authority, perceived effort, and affect.

Social proof is a concept derived from the Self Determination Theory, which suggests people can be motivated by their psychological needs for autonomy, competence, and relatedness. Giving people social proof, such as stories from parents like themselves who have already vaccinated their own children, ensures parents that they are not alone.

Authority is the inclusion of trusted health experts to improve vaccine education and reduce misinformation. When vital information is shared through clear and convenient conversations, organizations can begin to build trust with parents and drive health literacy.

The idea of perceived effort stems from providing accessible resources like FAQs or vaccine finder. This concept inspires self-efficacy by empowering parents to learn more about COVID-19, making it easier to take action.

Finally, incorporating a concept like affect ensures that messaging to parents is based in empathy and compassion. Communication should exhibit sensitivity to ensure parents feel comfortable discussing their child’s healthcare.

By gathering data directly from parents through behavioral science, healthcare organizations can tailor conversations according to the parent’s preferred language and preferred channel of communication.

Tailoring Conversations and Content to Drive Vaccine Readiness

All the behavioral science theories above can be employed when building an effective vaccine engagement strategy. One way healthcare organizations have begun fighting vaccine hesitancy throughout the last year is by utilizing Conversational AI solutions and streaming health content to educate their populations.

Personalized interactions with parents offer insights into how to keep them engaged with a program. By leveraging Conversational AI solutions, organizations can scale the number of conversations they are having while ensuring messages are tailored to each recipient. When employing two-way dialogue, unique barriers can be tackled by providing appropriate health resources and information to challenge their beliefs. One health plan saw member response rates of 19% for a COVID-19 vaccine engagement program. The plan understood that certain healthcare consumers may not respond to traditional methods of communication, enabling new and innovative approaches to lift vaccine awareness and readiness.

Access more resources for COVID-19 vaccine engagement >>

By providing streaming health education to parent populations, they can easily access a library of COVID-19 learning content from trusted health experts. The easily digestible nature of streaming educational videos and podcasts makes it easy for both parents and children to follow along. The adoption of tailored conversations and rich, learning content yields a 69% average completion rate of on-demand COVID-19 content.

While engagement is necessary to improve vaccine education, providing a tailored learning experience is driving the most impressive outcomes related to program satisfaction. Personalization inspires program engagement that scales populations and is helping health plans achieve results like 70% member satisfaction. When healthcare organizations deploy educational COVID-19 video content, they encourage parents and children to learn more about the vaccine while positively impacting consumer experience.

Parents should be met with meaningful dialogue and content that is convenient to them. The use of behavioral science enables the understanding of parents’ personal beliefs and preferences, helping uncover barriers and information gaps. By incorporating tailored conversations and streaming content, healthcare organizations overcome those barriers, creating a seamless consumer experience that lifts health literacy and self-efficacy. Parents who are empowered with accurate health information and accessible resources can reduce vaccine hesitancy and significantly improve vaccine readiness for their children.