Multiplying Reach and Increasing Physician Engagement
AvMed, Wax’s first and longest client (25+ years) is one of Florida’s oldest and largest not-for-profit health plans providing Medicare Advantage, Individual and Family, and Employer Groups coverage across South Florida.
CHALLENGE
AvMed faced a number of challenges with its Provider-focused print publications, including unknown engagement. The organization would need to transition its publications to digital to better cater to its providers and measure performance. As a result of this transition, AvMed would ultimately be able to produce more interactive content and gain insight into physician and “gatekeeper” (e.g., administrative staff) behavior.
SOLUTION
Wax developed an interactive AvMed-branded Digital Engagement Platform (DEP) to ensure a smooth transition for AvMed’s print publications. Through this intuitive content portal, physicians and gatekeepers can enjoy on-demand access to AvMed news, healthcare content on 32 medical specialties and other industry updates. To complement the platform and drive traffic, Wax designed a dynamic email newsletter based on the physician’s specialty.
RESULTS
After this move to digital, AvMed achieved the following goals:
- Expanding brand awareness and visibility
- Identifying readership engagement by audience segments
- Increasing readership and reach
- Implementing analytics tracking
Among physicians and gatekeepers, AvMed saw a boost in shares, forwards and other actions that heavily expanded the range of its content. This was especially pronounced in AvMed’s monthly email communications:
- Average 27.2% open rate; 147% higher than other non-dynamic emails
- Average 10.6% click-thru rate; 563% than other non-dynamic emails
- Doubled reach through forwarded emails by provider admin personnel
