WellMed scales member enrollment and patient engagement with ON24

WellMed realized that it was time for a more data-driven and scaleable member enrollment and patient engagement strategy that could be always-on and enable their team to stay constantly connected with their audience.

So, WellMed decided to transform from the status quo and shift their member and patient engagement to digital channels. After doing an exhaustive search for platforms, only ON24 had the breadth and depth they needed to build and deliver different types of experiences for all their needs. Plus, with years of expertise helping customers develop a digital-first member enrollment strategy, WellMed benefitted from the best practices and advisory from their ON24 customer success team.

“We looked at over 50 different platforms and none compared to ON24,” said Ariel Daughtry, Digital Platform Manager at WellMed. “After that initial demo, we just couldn’t get it out of our minds.”

With ON24, WellMed has been able to deliver fully- integrated patient experiences, from virtual orientations to bingeable content hubs to promotional outbound landing pages. Every touchpoint includes engagement tools that enable the team to track the entire patient journey and capture audience insights, and a direct integration between ON24 and SFDC auto-populates data directly into the team’s CRM workflow, creating one single source of truth while also triggering timely follow-up from member enrollment teams.

To support campaigns during annual enrollment periods, the team engages prospective patients with targeted outbound content pages focused on specific topics depending on each patient’s unique needs and interests. These pages can include information on healthcare plans, general wellness, treatment and prevention.

Existing patients, prospects and brokers can easily navigate to bingeable content libraries full of educational webinars, health articles, fitness videos and more, all categorized by topic and content type. One subscription form grants unlimited access to these libraries, automating the process for WellMed team members who no longer have to manually curate and deliver follow-up materials. The platform’s SEO capabilities optimize every content hub for searchability, increasing organic, inbound traffic and capturing the attention of brand new audiences.

With ON24-powered webinars, the team has been able to increase the number of virtual orientations delivered, expand their reach to patients across multiple geos, and capture engagement data through built-in engagement tools including polls, surveys, Q&A, links to additional content and more. And every single audience interaction – whether through live and on-demand webinars, digital content hubs or promotional pages – are captured and stored all in one place.

“The integration between ON24 and SFDC is huge,” Daughtry. “With one platform we are able to engage audiences across multiple touch points and automatically push all of that engagement data directly into Salesforce for easy access for our member enrollment teams.”

Going forward, the team plans to expand their ON24 portfolio to include ON24 Virtual Conference and ON24 Forums. “We love the idea of giving our audiences a more interactive, two-way experience,“ said Daughtry. And with ON24 Virtual Conference, the team can actualize their plans to create virtual health seminars for commercial patients, prospects, brokers and providers.