Health Alliance App Awareness
April 19, 2018
Health Alliance wanted to help their members become more aware about the features in their app. Buy in was low and most members were unaware it even existed. The brief was to create an email campaign showcasing app features as well as triggered emails that would showcase the apps usefulness for certain needs.
Breif #1
- Target audience: Current Health Alliance members who are already users of our secure member portal, yourhealthalliance.org, but not yet aware of/users of the app.
- App Features: yourhealthalliance.org is a site where members can pay bills, access claims information, print member ID cards, compare medical service(s) costs, sign up for electronic material delivery, etc.
- Pitch: The new HA app lets you _____, just like the portal, from the convenience of your mobile device. (Or, surprise us!)
- Call(s) to Action (button): Learn more/download. (say this/these however you like)
- Tone/voice: Business casual. Relaxed but not irreverent.
- Focus: Value for the member. Don’t write educational, “top-down,” trying to explain to them what the company thinks is important. Speak to the member’s perspective on their own needs/life—what is valuable/relevant from their perspective?
- Length: Keep it short. Less than 200 words. (Less than 100? Even better!)
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First wave email to all unenrolled members. Introduces the app and it's features. The email would include the animation to the right, demonstrating how easy it is to log in and see your benefits.
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An email triggered by member requests for replacement IDs. The animation demonstrates how easy it is to access a digital copy of your ID card and funnels users into understanding all the features of the app.
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The third email would send ahead of billing due dates to illustrate
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Breif #2
Section 2 – Single onboarding/welcome email
- Target audience: New and/or existing Health Alliance members who have never been a part of an onboarding/welcome campaign.(The writing should cover both groups without excluding one or the other.)
- Features: Take an online health risk assessment, register to use yourhealthalliance.org and the HA app, find a Primary Care Provider
- Pitch: Get the most out of your plan/benefits.
- Call(s) to Action (button): Learn more/get started (say this/these however you like)
- Tone/voice: Business casual. Relaxed but not irreverent.
- Focus: Value for the member. Don’t write educational, “top-down,” trying to explain to them what the company thinks is important. Speak to the member’s perspective on their own needs/life—what is valuable/relevant from their perspective?
- Length: 50-100 words
