Personalized New Member Onboarding | Interactive Video-Based Welcome Kit
Role: Executive Creative Director | Experience Designer (Interaction for Mobile Video, API Integration) | Scriptwriter
WellCare provides managed-care health plans primarily through Medicaid, Medicare Advantage and Medicare Prescription Drug plans for more than 4.4 million members across the country. WellCare Health Plans, Inc. is the holding company for several subsidiaries, including WellCare, Staywell, HealthEase, Harmony, and 'Ohana.
Challenge: Each year during open enrollment, new members flood the company's customer service and member care call centers with questions about their plans. Though the answers to most questions can be found online via WellCare's sites and in printed member handbooks, they prefer the immediacy and personal touch provided by the customer care specialists.
Solution: Working in conjunction with WellCare Brand Marketing and Member Loyalty & Retention teams, I designed this interactive video-based tool that is currently in use as a dynamic and API-personalized presentation for each new member. The secure video walks through important plan details, including cost-sharing & deductibles and primary care provider name and address, and provides direct links to the member portal signup and additional benefits and details. Geolocation capability allows for local pharmacy, urgent care and gym recommendations as well.
Results for WellCare: This interactive onboarding presentation delivered immediate return on investment by substantially decreasing reliance on WellCare's customer service call center. The easily understandable scripted overview answers most basic questions in a self-paced and easy to watch format, and acts as a quick, accessible and shareable reference for members, their families and caregivers. Because these basic questions were previously answered primarily via the call center at upwards of $1.50 per minute, WellCare's annual cost savings are substantial.
The video also reduced the rate of "rapid disenrollment," or premature cancellation by new members who were surprised at co-payments or confused by other specific coverage details.
Additionally, by connecting viewers directly to the online assessment dashboard, the video increased participation in WellCare's online Health Risk Assessment, a tool that helps identify and address unhealthy personal behaviors and conditions such as smoking, stress or obesity.
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