Email Campaign to Increase Uptake of myGeisinger

Completed

Brief Summary: The purpose of the current study is to test different email messages to determine the most effect way of promoting enrollment in Geisinger's patient portal, called myGeisinger.

Detailed Description: Online patient portals are convenient tools that improve patient access to healthcare services while often reducing burden to both patients and providers. However, fewer than half of patients have enrolled in Geisinger's patient portal, myGeisinger.

The purpose of the current study is to assess what kind of messaging improves the effectiveness of an email campaign targeted at enrolling patients into Geisinger's online patient portal, called myGeisinger. Currently, Geisinger sends an email every month to patients who have started but not completed the enrollment process (they have had an activation code generated but have not yet used that code to enroll). This study will A/B test 5 email messages to assess if they perform better than the current standard email message.

Performance will be assessed based on whether patients open the email, click on the myGeisinger enrollment link, and enroll in myGeisinger. Statistical analyses will employ generalized linear models with a binary distribution and log-link function.

Recruitment & Eligibility

Inclusion Criteria

Geisinger patients whose myGeisinger status is "Pending", meaning an activation code has been generated for them, but they have not completed activation

Exclusion Criteria

Patients without email addresses on file
Patients who received emails from this monthly myGeisinger marketing campaign within the last 2 months

Primary Outcome Measures

Name	Time	Method
Email Opened: Control vs. Less-is-better vs. Social Proof vs. Endowment	8-10 days post-intervention	Whether email was opened (yes / no)
Enrollment: Control vs. Less-is-better vs. Social Proof vs. Endowment	8-10 days post-intervention	Whether the patient enrolled in myGeisinger (yes / no)
Link Clicked: Control vs. Less-is-better vs. Social Proof vs. Endowment	8-10 days post-intervention	Whether the link / button to start the activation process was clicked (yes / no)

Secondary Outcome Measures

Name	Time	Method
Enrollment: Control vs. Less-is-better vs. Social Proof vs. Endowment	32-35 days post-intervention	Whether the patient enrolled in myGeisinger (yes / no)
Email Opened: Within Less-is-better (Provider Communication vs. Managing Appointments vs. Medical Information Access)	32-35 days post-intervention	Whether email was opened (yes / no)
Email Opened: Control vs. Less-is-better vs. Social Proof vs. Endowment	32-35 days post-intervention	Whether email was opened (yes / no)
Link Clicked: Control vs. Less-is-better vs. Social Proof vs. Endowment	32-35 days post-intervention	Whether the link / button to start the activation process was clicked (yes / no)
Link Clicked: Within Less-is-better (Provider Communication vs. Managing Appointments vs. Medical Information Access)	32-35 days post-intervention	Whether the link / button to start the activation process was clicked (yes / no)
Enrollment: Within Less-is-better (Provider Communication vs. Managing Appointments vs. Medical Information Access)	32-35 days post-intervention	Whether the patient enrolled in myGeisinger (yes / no)