Knowing how important health risk assessment (HRA) data are to our customers, we, at Eliza, continually evaluate response rates by various preferences – with a specific focus on channels that provide fast and reliable turnaround, namely telephone outreach (IVR) and email/web-based administrations.
Typically, our customers see completions rates around 20% when administering an HRA through a telephone outreach alone, although, of course there’s some variation in these rates by population type. For example, we tend to see higher rates among Medicare members and lower rates for Commercial and Medicaid members. Email and web-based HRA administrations typically garner rates around 15-20%.
Ways we help to augment and improve our customers’ HRA success to boost their response rates include applying segmentation and other predictive models to develop multi-channel strategies – identifying the preferred and most-effective channel for member survey completion, or by using a mix of outreaches such sending a postcard to give members a ‘heads up’ or pre-notify them that they’ll be receiving the HRA on the phone or through email soon.
Of course, actively monitoring and micro-targeting members that are challenging to reach, and incenting them in personalized ways, always has a positive impact on response rates, too.
As an example of Eliza’s role in our customers’ HRA success -- HRA completion rates of members for a regional HMO Plan receiving a supplemental Eliza outreach were compared to a group that did not receive the supplemental outreach. Ten weeks after initiating the outreach, members in the Eliza outreach group were 88% more likely to complete the HRA. In less than three months, Eliza was able to increase the rate of HRA participation to 4 times that of the entire previous year.
Overall, when Health Assessment outreach engages people in personalized ways, they feel ‘heard’ – and as a result, the outreach not only yields greater, more accurate responses – but also measurably improves health and care.
Melissa Maravić, PhD, MPH, has over 20 years of experience conducting research studies focused on health and mental health outcomes, clinical trials, and health marketing. Dr. Maravić’s particular area of interest focuses on understanding and improving health care issues among vulnerable populations. She received her PhD in medical anthropology and social science research methods from the University Professors, Boston University, and her MPH in biostatistics and epidemiology from BU School of Public Health. She also completed a pre-doctoral fellowship in addiction research at Massachusetts General Hospital/Harvard Medical School.