Personalized New Member Onboarding | Interactive Video-Based Welcome Kit
Role: Creative Director | Content Strategy | Experience Design (Interaction for Mobile Video, API Integration) | Scriptwriter | Video Production SME
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 new members flood the company's customer service and member care call centers with questions about their plans. Though the answers to almost all questions can be found in their printed handbooks, they prefer the immediacy and personal touch provided by the customer care specialists.
Solution: Working in conjunction with WellCare Marketing and Member Loyalty & Retention teams, I designed, scripted and produced this interactive video that is currently in use and generated as a dynamic and API-personalized presentation for each new member. The video walks through important details of their plan, including cost-sharing & deductibles, 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.
This interactive video-based "welcome" and onboarding presentation delivered immediate return on investment by substantially decreasing reliance on WellCare's customer service call center. The easily understandable video 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 immediate cost savings were substantial.
Additionally, the video reduced "rapid disenrollment," which is an insurance industry term for the premature cancellation of insurance coverage, typically caused by confusion about co-payments (such as out-of-pocket pharmacy costs) or other cost-related or specific coverage plan details.
One additional function of the interactive video was to increase participation in WellCare's online Health Risk Assessment, a tool that helps WellCare identify and address unhealthy personal behaviors and conditions such as smoking, stress or obesity. This is accomplished by connecting viewers directly to the online assessment dashboard.
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