MyHealtheVetUpdate:SubscriberCampaignswithGranicus

ChipHarman,ContentStrategyManager@chipharmanVeterans/ConsumersHealthInformaticsrichard.harman@va.govOfficeofConnectedCareVeteransHealthAdministrationDepartmentofVeteransAffairsApril2018

My HealtheVet Subscriber Campaign

2

My HealtheVet Patient Portal

3

Starting a newsletter was not enough!

• We started a newsletter with Granicus in November 2015• Hit plateau of 30,000 subscribers after Home Page

promotions, internal campaign• Problem: New CMS rollout & Redesign in the next 18

months, needed to connect with/engage our end users.• Most Veterans visit about once every three weeks, posted

articles were not effective in delivering timely info.• We needed to reach a lot of Veterans, and soon.

4

My HealtheVet Subscriber Campaign

• Enlisted GovDelivery’s Digital Engagement Service team to assist with subscription campaign

• Took requirements, developed content for internal reviews/approvals

• Managed distribution of subscription invitations to 2.8 million registrants who’d submitted (unused) emails

• Included A/B testing to ensure maximum impact• Did it twice: July 2016 and May 2017

5

My HealtheVet Subscriber Invitation

6

July 2016 May 2017

My HealtheVet Subscriber Growth

7

0

100,000

200,000

300,000

400,000

500,000

600,00011

-Nov

-15

11-D

ec-1

5

11-J

an-1

6

11-F

eb-1

6

11-M

ar-1

6

11-A

pr-1

6

11-M

ay-1

6

11-J

un-1

6

11-J

ul-1

6

11-A

ug-1

6

11-S

ep-1

6

11-O

ct-1

6

11-N

ov-1

6

11-D

ec-1

6

11-J

an-1

7

11-F

eb-1

711

-Mar

-17

11-A

pr-1

7

11-M

ay-1

7

11-J

un-1

7

11-J

ul-1

7

11-A

ug-1

7

11-S

ep-1

7

11-O

ct-1

7

11-N

ov-1

7

11-D

ec-1

7

11-J

an-1

8

11-F

eb-1

8

Subscribers

My HealtheVet Open and Click Rates

8

November 2015 – February 2018

0%

10%

20%

30%

40%

50%

60%

70%

Open Rate

Click Rate

Content: What is Relevant?

• Content that targets the audience• Know audience demographics, attitudes• Know what they like about you• Balance with agency priorities:

– Suicide Prevention– Access to VA Care– Diabetes/Obesity/PTSD (etc)

• Be consistent, hold off Public Affairs content9

We Asked: What Interests You?

10

Know Your Audience: Demographics

11

Know Your Audience: Personas

12

Content: Their Specific Interests

• Veterans also appreciate content on:– Better use of features in portal– Better understanding of managing Rxs, medical

records, appointments– Use of Mobile (tablet/smartphone) features– Reading about other Veterans’ positive experiences

with My HealtheVet

13

Next: “Welcome New Subscribers”

• October 2017: Change in subscriber type: • Less engaged, new subscribers are not “Premium” users• Open rate in gradual decline

• Goal: Motivate to upgrade to use Rx Refill, Secure Messaging

14

Conclusions

• Learn what readers want; tell your leadership• Long-range editorial content plans• Show timeliness

– springtime allergies, winter blues, summertime skin protection, ‘watching olympics together’

• 10 Minutes is not enough time!

15

Comments/Questions

ChipHarmanVeteransandConsumersHealthInformaticsOfficeOfficeofConnectedCareVeteransHealthAdministrationDepartmentofVeteransAffairsrichard.harman@VA.gov

@chipharman

16