How to run annual wellness visit campaigns

Here’s how you handle quality measures requirements (HEDIS) and at the same time, increase visit volumes

Categorized as Marketing

For a primary care business, you have MULTIPLE reasons to reach out to a prospect / patient. Some of these can be the initial outreach itself and some can be after the prospect has become a patient of your practice. 

For more campaign ideas, click here.

  • (CDC) COMPREHENSIVE DIABETES CARE 
  • (CBP) CONTROLLING HIGH BLOOD PRESSURE
  • (COA) CARE FOR OLDER ADULTS 
  • (COL) COLORECTAL CANCER SCREENING
  • (BCS) BREAST CANCER SCREENING 
  • (CCS) CERVICAL CANCER SCREENING 
  • (CIS) CHILDHOOD IMMUNIZATION STATUS
  • (IMA) IMMUNIZATIONS FOR ADOLESCENTS 
  • (W15/W34/AWC) WELL-CHILD AND ADOLESCENT WELL-CARE VISITS 
  • (ABA) ADULT BMI ASSESSMENT
  • MANY MORE….

Finalize your workflow

  • Monthly – Import each month’s patient file into your system (easier to do if you are using a healthcare specific CRM). 
  • Once you have imported patients, segment them based on whatever your campaign criteria are (that make sense from a HEDIS point of view).
  • Figure out which numbers are mobile vs non-mobile. For the mobile numbers, you are going to send SMS. For the non-mobile numbers, you are going to drop a voicemail.
  • Daily (or any regular schedule / cadence you decide upon), send outreach SMS to mobile numbers received. Make sure you do A/B testing of messaging to various segments. This allows you to figure out what messaging works best.
  • Daily (or any regular schedule / cadence you decide upon), send outreach voicemail drops to non-mobile numbers received.
  • Daily (or any regular schedule / cadence you decide upon), make outreach calls to landline numbers received (allows for A/B testing of messaging).
  • On a regular basis, update your outreach tracker / CRM.
  • For patients that pick up the call, I recommend that you ensure capturing the patient’s mobile number. This allows you to have another contact point with the patient in addition to being able to contact the patient throughout the day (vs being stuck with a home phone number).

What to do when you connect with patients

Decide on these steps before you start reaching out to patients. My recommendations are below:

If patient agrees to an appointment

  • Create the patient in the EMR if they do not already exist.
  • Make an appointment
  • Dispose the call and update patient status based on agreement, in the outreach tracker.
  • Send appt confirmation SMS immediately (same SMS as where the outreach went from)
  • Send SMS appointment reminders based on agreed upon cadence
  • Call patients for appointment reminders based on agreement
  • Call no show and cancelled patients based on agreement
  • Send SEEN patients review requests based on agreed upon messaging
  • Respond to patient reviews based on agreed upon messaging

For patients that did not agree to an appointment

  • Send practice info immediately via SMS
  • Dispose call and set up reminder to follow up next month

For patients that did not pick up the call but have voicemail set up

  • Leave VM with agreed upon messaging, asking for a callback at your phone number.
  • Dispose the call as agreed upon in the tracker CRM and set up a reminder to follow up next month with next month’s messaging

For patients that did not pick up the call and do NOT have voicemail set up

  • Dispose the call and set up reminder to follow up at agreed upon cadence

Callbacks and inbound calls

Arguably, there will be callbacks and inbound calls (maybe even from postcard mailers sent out to prospective patients).

  • For each incoming call, dispose the call appropriately so it can be reported on
  • For each inbound call, if the patient wants an appointment, create the patient in the EMR, then create the appointment based on your agreement.

Rinse, repeat, report

  • Daily – repeat outreach from last month’s reminders, dispose according to agreement (modalities and frequency)
  • Weekly – consolidate and send week’s efforts, inputs from lessons learnt to your stakeholders 🙂