Post on 05-Jul-2020
transcript
MyHealtheVetUpdate:SubscriberCampaignswithGranicus
ChipHarman,ContentStrategyManager@chipharmanVeterans/ConsumersHealthInformaticsrichard.harman@va.govOfficeofConnectedCareVeteransHealthAdministrationDepartmentofVeteransAffairsApril2018
My HealtheVet Subscriber Campaign
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My HealtheVet Patient Portal
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Starting a newsletter was not enough!
• We started a newsletter with Granicus in November 2015• Hit plateau of 30,000 subscribers after Home Page
promotions, internal campaign• Problem: New CMS rollout & Redesign in the next 18
months, needed to connect with/engage our end users.• Most Veterans visit about once every three weeks, posted
articles were not effective in delivering timely info.• We needed to reach a lot of Veterans, and soon.
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My HealtheVet Subscriber Campaign
• Enlisted GovDelivery’s Digital Engagement Service team to assist with subscription campaign
• Took requirements, developed content for internal reviews/approvals
• Managed distribution of subscription invitations to 2.8 million registrants who’d submitted (unused) emails
• Included A/B testing to ensure maximum impact• Did it twice: July 2016 and May 2017
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My HealtheVet Subscriber Invitation
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July 2016 May 2017
My HealtheVet Subscriber Growth
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0
100,000
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600,00011
-Nov
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-Mar
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Subscribers
My HealtheVet Open and Click Rates
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November 2015 – February 2018
0%
10%
20%
30%
40%
50%
60%
70%
Open Rate
Click Rate
Content: What is Relevant?
• Content that targets the audience• Know audience demographics, attitudes• Know what they like about you• Balance with agency priorities:
– Suicide Prevention– Access to VA Care– Diabetes/Obesity/PTSD (etc)
• Be consistent, hold off Public Affairs content9
We Asked: What Interests You?
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Know Your Audience: Demographics
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Know Your Audience: Personas
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Content: Their Specific Interests
• Veterans also appreciate content on:– Better use of features in portal– Better understanding of managing Rxs, medical
records, appointments– Use of Mobile (tablet/smartphone) features– Reading about other Veterans’ positive experiences
with My HealtheVet
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Next: “Welcome New Subscribers”
• October 2017: Change in subscriber type: • Less engaged, new subscribers are not “Premium” users• Open rate in gradual decline
• Goal: Motivate to upgrade to use Rx Refill, Secure Messaging
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Conclusions
• Learn what readers want; tell your leadership• Long-range editorial content plans• Show timeliness
– springtime allergies, winter blues, summertime skin protection, ‘watching olympics together’
• 10 Minutes is not enough time!
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Comments/Questions
ChipHarmanVeteransandConsumersHealthInformaticsOfficeOfficeofConnectedCareVeteransHealthAdministrationDepartmentofVeteransAffairsrichard.harman@VA.gov
@chipharman
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