Transcarent had assembled the most impressive, hybrid navigation and care delivery platform on the planet. They came to BFJ to build them a customer activation strategy to match.
Comprising on-demand telemedicine, 24/7 care navigation, bundled care experiences, and best-in-class local providers, Transcarent was an attractive “do-it-all” healthcare partner for large, self-insured employers.
Their rapid success and expanding capabilities had outpaced their existing messaging and brand guidelines, contributing to confusion both internally and externally, and resulting in lower than desired member activation and utilization.
BFJ conducted an in-depth audit of Transcarent’s member journey and product roadmap, pinpointing three high-priority areas where immediate improvements would significantly boost member activation.
The resulting deliverables delivered quick wins while also serving as an actionable roadmap for future materials. We ensured that every message and tactic advanced Transcarent’s new brand promise –becoming The One Place for Health & Care for their employer customers.
1.
A robust member activation toolkit to scale new messaging and content
2.
An extensive email marketing library – tailored to specific member segments
3.
A new explainer video showcasing the Transcarent member experience
As we often see, without effective and up-to-date brand guidelines in place, the look and feel of Transcarent’s assets had begun to vary significantly – particularly with multiple teams and vendors handling different workstreams (email, direct mail, booth signage, etc).
Best Friend Jack delivered a streamlined and revitalized messaging framework while modernizing Transcarent’s design templates, with clear guidance on color and font hierarchies, and a hardworking illustration and icon library that could be expanded as needed.
Whenever possible, we featured product screenshots to give Transcarent members a clearer picture of what they could expect when using the app.
The impact:
The revised materials made an immediate impact, as evidenced by a 433% increase in direct mail activations
From a redesigned template to curiosity-provoking subject lines and a range of actionable CTAs and content blocks for A/B testing, the Transcarent marketing team gained an invaluable library of more than 100 emails to inspire member action through both owned and employer-deployed emails.
Since not all Transcarent members have access to identical care experiences, we built the library with modularity in mind, allowing the Transcarent team to showcase the most relevant value propositions and Care Experiences for each member segment.
The impact:
Our emails increased click-to-open-rate (CTOR) by 145% – the preferred metric for evaluating effectiveness of email content.
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We crafted an energizing explainer video that showed customer employees all they could accomplish with the Transcarent app, rather than providing them with yet another static list of bullet points.
This dynamic asset was quickly incorporated across digital channels, from emails to HR portals, helping new users quickly grasp the value of Transcarent's offerings and increasing activation rates across the board.
The impact:
“This video has become an essential part of our Member activation strategy because it shows Members exactly how and when Transcarent can transform the way they experience health care.”
Jordie Valdes
VP, Commerical and Client Marketing
The impact of our work with Transcarent was clear and immediate. By streamlining brand messaging to better highlight the user experience, we played a crucial role in accelerating Transcarent’s growth. Our redesigned virtual-care activation emails outperformed industry benchmarks by an impressive 3x, a significant boost to engagement.
Building on this success, Transcarent raised $126 million in Series D funding, bringing its valuation to $2.2 billion and expanding its services to over 4.3 million members.
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