Kaiser Permanente, needed to increase member usage of its website. The site provides health-related information and automated services such as online prescription refills and scheduling of routine appointments.
We increased member web usage by driving members to specific areas of the
members-only website. Also we encourage on-going site utilization by continually building the perception that KPH is a primary source for healthcare-related services and information. By educating Kaiser on decreasing the cost of retaining members by increasing member web usage.
RESULTS:
An initial direct-mail drop had a response of 12%.
A second direct mail piece had an aggregate response rate of 14%.
Kaiser Permanente saw a double-digit increase in website usage by members.
