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Next Best Action: Modernizing Digital Marketing for Member Engagement

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Industry

Healthcare Payer

Challenge

Fragmented content and outdated processes made it hard to deliver timely, personalized outreach to members.

Results

Enabled faster, data-driven marketing with 3x more personalized content and expanded member engagement.

Key Service

AI-Enabled Member Engagement Strategy

50%
Faster Campaign Launch
3x
Personalized Messages
2x
Member Click-Through

To truly engage members, we needed to move faster and speak more directly to their needs. With the right data and workflows in place, our clients' teams are now delivering personalized experiences at scale.

May Tee

Managing Director @ Productive Edge

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About the Client

A regional healthcare payer and part of an integrated health system, serving hundreds of thousands of members. The organization was focused on modernizing its digital engagement strategy to improve retention and better connect with evolving member needs.

Challenge

Fragmented content workflows and slow campaign cycles made it hard to engage members with timely, relevant messages. The client wanted to shift from print to digital, expand into new segments, and implement a Next Best Action (NBA) strategy—but lacked the tools, processes, and data infrastructure to do it effectively.

Solution

Productive Edge led a collaborative effort to define the client’s current state and build a roadmap for NBA success. We applied a phased “crawl, walk, run” framework to align strategy, content governance, and technology.

Key deliverables included:

  • A future-state NBA operating model and supporting org structure

  • Recommendations for content and digital asset management systems

  • Workflow process redesign to speed campaign execution

  • A governance framework to ensure consistency and scalability

In parallel, a data modernization effort was underway to build a unified Customer 360 view. This data powered the triggers behind NBA content, enabling personalized, timely engagement across digital channels.

Results

With the foundational elements in place, the client was able to launch targeted campaigns faster, deliver personalized messaging at scale, and expand engagement into new markets.

Key Metrics

  • 50% faster campaign launch times
  • 3x increase in personalized messages delivered
  • 2x higher click-through and response rates

  • Expanded reach into 5+ new regions and segments

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