Evaluation of Emails Promoting Mail-order Pharmacy
- Conditions
- Health Care Utilization
- Interventions
- Behavioral: Fear AppealsBehavioral: Comparison TableBehavioral: Highlighting Cost Savings and ConvenienceBehavioral: Endorsement from a DoctorBehavioral: Message about Future Healthcare Costs
- Registration Number
- NCT04587063
- Lead Sponsor
- Geisinger Clinic
- Brief Summary
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.
- Detailed Description
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.
Recruitment & Eligibility
- Status
- COMPLETED
- Sex
- All
- Target Recruitment
- 5266
- An active member of the health plan (Medicare, Commercial, or Exchange)
- Currently prescribed maintenance medications
- Not currently subscribed to the health system's mail-order pharmacy
- Has an email on record
- Explicitly opted out of receiving emails from the health system
- Only has eligible current prescriptions for fewer than 28 days
- Only has prescriptions that cannot be sent via mail-order pharmacy (e.g., antidepressants, specialty-tier drugs)
- Is a Medicare member in the coverage gap
- Shares an email address with another selected participant (who was randomly chosen for inclusion among all those sharing the same email address)
Study & Design
- Study Type
- INTERVENTIONAL
- Study Design
- FACTORIAL
- Arm && Interventions
Group Intervention Description Email with Healthcare Cost Savings Fear Appeals The email emphasizes future reductions in healthcare costs due to increased adherence with mail-order pharmacy, in addition to mentioning reduced prices for medications. It also uses fear appeals by stating the risk of hospital stays and how mail-order pharmacy could be an easily-achievable way to avoid this negative consequence. Email with Comparison Table Comparison Table The email includes a table comparing the benefits and drawbacks of mail-order and chain pharmacies, which appeals to their sense of agency and allows them to make the choice that best suits them. Standard Email Highlighting Cost Savings and Convenience The "standard of care" email is the same as one used in prior outreach efforts at the health system, emphasizing reduced cost for medications and convenience. Email with Endorsement Highlighting Cost Savings and Convenience The email is a letter from a doctor at the health system's health plan--who may been seen as a trusted source of information--encouraging the benefits of using a mail-order pharmacy. Email with Healthcare Cost Savings Message about Future Healthcare Costs The email emphasizes future reductions in healthcare costs due to increased adherence with mail-order pharmacy, in addition to mentioning reduced prices for medications. It also uses fear appeals by stating the risk of hospital stays and how mail-order pharmacy could be an easily-achievable way to avoid this negative consequence. Email with Endorsement Endorsement from a Doctor The email is a letter from a doctor at the health system's health plan--who may been seen as a trusted source of information--encouraging the benefits of using a mail-order pharmacy. Email with Comparison Table Highlighting Cost Savings and Convenience The email includes a table comparing the benefits and drawbacks of mail-order and chain pharmacies, which appeals to their sense of agency and allows them to make the choice that best suits them. Email with Healthcare Cost Savings Highlighting Cost Savings and Convenience The email emphasizes future reductions in healthcare costs due to increased adherence with mail-order pharmacy, in addition to mentioning reduced prices for medications. It also uses fear appeals by stating the risk of hospital stays and how mail-order pharmacy could be an easily-achievable way to avoid this negative consequence.
- Primary Outcome Measures
Name Time Method Mail-order Pharmacy Enrollment 1 week from the intervention Binary variable indicating if there was an enrollment in the health system's mail order pharmacy
- Secondary Outcome Measures
Name Time Method Email Opens 1 week from the intervention Binary variable indicating if the email was opened
Email Unsubscribes 1 week from the intervention Binary variable indicating if the recipient requested to unsubscribe from receiving emails from the health system
Email Link Click 1 week from the intervention Binary variable indicating if the link to the mail-order pharmacy website was clicked
Trial Locations
- Locations (1)
Geisinger
🇺🇸Danville, Pennsylvania, United States