An Innovative Approach to Program Participation
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ONWARD crafted a member engagement journey that gave our clinical content an approachable, encouraging voice.
Erin Conwell —
Director of Marketing, Fern Health
Fern Health
fernhealth.com
ONGOING SERVICES
Member Engagement
Sales Enablement
Product Development
THE CHALLENGE
Fern Health excelled in developing a clinically validated digital chronic pain-management program, called Fern, that employs physical, psychological, and social approaches to treating the source of chronic pain.
While one-on-one coaching was a big differentiator of their offering, the team saw the need to translate clinical program content into more proactive guidance and reminders in order to improve engagement and deliver a unified experience for participants.
WHY FERN HEALTH CHOSE ONWARD INSIGHTS
Fern Health needed a partner who not only understood the mechanisms of behavior change in health but also how to drive meaningful engagement inside of employee benefit plans.
They partnered with ONWARD Insights because our understanding of and ability to work within the constraints of communicating within employee benefits plans, where dozens of offerings compete for attention.
With an extensive background working alongside clinical teams, we are able to distill the spirit behind clinical outcomes into an approachable voice across its messaging.
THE SOLUTION
We engaged in a three-phased strategy to determine the narrative journey and initial structure for Fern Health’s member engagement across its digital chronic pain-management program.
01 DISCOVERY
Led collaborative workshops with the clinical, product, and marketing teams to define key member personas, understand their goals, the program’s overarching objectives and uncover user engagement gaps.
Conducted an in-depth analysis of the chronic pain curriculum to identify emotional reward opportunities, establish clear program completion criteria, and assess software limitations within Salesforce Marketing Cloud and the app.
02 STRATEGY
Developed an ongoing email strategy that aligned with the program’s philosophy, participant goals, and long-term product roadmap while working within the internal team’s bandwidth constraints.
Integrated milestone-based prompts to recognize participants' achievements throughout the program’s eight units, keeping them engaged and motivated.
Designed a visually engaging and dynamic experience, incorporating memorable elements like digital badges to enhance motivation, foster a sense of accomplishment, and drive higher completion rates.
Collaborated with the clinical and product teams to refine and validate the strategy.
03 IMPLEMENTATION
Developed and structured email journeys in Salesforce Marketing Cloud, ensuring a seamless and automated communication flow.
Designed the logic behind the program’s email journeys, defining triggers, timing, and reminders to optimize participant engagement. Provided a clear implementation framework for the build team to execute efficiently.
The ONWARD Insights team was amazing, from start to finish. They engaged various stakeholders and came back to the table with a member engagement journey that gave our clinical content an approachable, encouraging voice. Throughout the journey, they give us the bandwidth to be both proactive and reactive to what we needed.
“
Erin Conwell —
Director of Marketing, Fern Health
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