overview

After mobile launch, check-ins with MES and Care teams revealed that mobile specific engagement was low, I launched into researching to discover these challenges. The first discovery was a surprise and took probing and reading between the lines to surface. MES call specialists who call our potential members to enroll into our program has a compensation structure that does not include mobile enrollment since this was a first of its kind in the company. As a result, they were not incentivized to ‘sell’ mobile and continued to enroll members through the established telephonic way. It was very unfortunate that this was not addressed between the executive team leaders before launch. 

The second discovery is what I am focusing here, after research (listed below) was done, it became clear that we need to improve pre-enrollment mobile related communications in hopes to increase mobile engagement since by default, majority of members who agreed to enroll through mobile falls into the category of people who otherwise would not have enrolled into our program. By choosing mobile, they were able to investigate but yet not fully committed to enroll into the program.

problem statement

We want to improve mobile engagement and improve member experiences with timely communications, content and supportive coaching.

research & constraints

With low mobile engagement data after launch, I looked at my enrollment flow map, scenarios investigated were focused after members already enrolled. It quickly became clear that more efforts need to be put in the pre-enrollment period, until MES team is incentivized to enroll members through mobile, these members are still not engaging or enrolling into our program.

Due to the lack of integration between member platform and mobile, mobile enrollment was made even more challenging. During MES’s recruiting call, when a member expressed willingness to enroll through mobile, they were still transferred to a designated Care coach who has been trained to use mobile as a companion coaching tool. However, due to the initial low engagement rate from this group of members, a new flow for pre-enrollment was introduced in collaboration with the Care team. This pre-enrollment period of 30 days highlighted several new use cases of members not engaging with coaches and proposed a new level of coach engagement and interaction needed for this pre-enrollment journey. 

A list of recommendations that came out of the discussions with the care team

  • Pre-enrollment period of 30 days

  • Clear list of actions for coaches when presented with the various use cases of member engagement or lack of.

  • Coach will determine when member is ready to be enrolled, when member has completed an initial assessment over phone, or through chat after member’s identity is confirmed

  • Member to be placed back to outreach pool after 30 days of no engagement with coach

  • Mindful of automated emails and chat messages and their frequency even when trying to engage with non responsive members

  • Triggers and short term workarounds were also created between the different personas and different devices due to the lack of integration between member platform and mobile.

Revised disenrollment, re-enrollment and interactivity between devices and platforms below with more triggers and workarounds:

continued outcome

These conversations prompted the Care team to create detailed action items as they build out their Mobile specific Standard of Operation for their Care Coaches as shown below.