In this evaluation, four versions of emails will be sent to eligible health plan members who are not currently enrolled in the health system's mail-order pharmacy. A control group will not receive any communication. The researchers hypothesize that the use of content informed by behavioral nudge theory in the emails should lead to increased enrollment in the health system's mail-order pharmacy.
The utilization of a mail-order pharmacy can increase adherence to medications. The health system's mail-order pharmacy (from here, simply referred to as mail-order pharmacy) can also provide reduced costs for medications. Ongoing outreach efforts involve sending emails and other communications encouraging enrollment in Geisinger's mail-order pharmacy to eligible members of the system's health plan (i.e., those who take maintenance medications). The study will compare a standard promotional email from these outreach efforts, as well as three new emails with content informed by behavioral science research, against a no-contact control arm and each other.
Study Type
INTERVENTIONAL
Allocation
RANDOMIZED
Purpose
HEALTH_SERVICES_RESEARCH
Masking
DOUBLE
Enrollment
5,266
Geisinger
Danville, Pennsylvania, United States
Mail-order Pharmacy Enrollment
Binary variable indicating if there was an enrollment in the health system's mail order pharmacy
Time frame: 1 week from the intervention
Email Opens
Binary variable indicating if the email was opened
Time frame: 1 week from the intervention
Email Link Click
Binary variable indicating if the link to the mail-order pharmacy website was clicked
Time frame: 1 week from the intervention
Email Unsubscribes
Binary variable indicating if the recipient requested to unsubscribe from receiving emails from the health system
Time frame: 1 week from the intervention
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