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For years, health plans have leaned on live calls as the primary way to engage members about medication adherence and care gaps. These conversations can be meaningful, but they rely on a critical assumption: that members are available, willing and ready to engage in that exact moment.
The problem with a “phone call first” mindset
Behavioral science tells us this assumption often breaks down. People are more likely to act when engagement is timely, convenient and aligned with their preferences. An unexpected phone call, even with good intent, can feel disruptive. It creates friction rather than action.
Outside of healthcare, people already manage communications across multiple channels—texts, apps, email and live conversations, when needed. These channels succeed because they fit into daily routines rather than interrupt them.
When engagement strategies rely too heavily on a single channel, even well-designed outreach can miss the mark—not because the message is wrong, but because the moment or method isn’t right.
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Is there a single “silver bullet” channel for member engagement?
No single outreach channel works for everyone—and no single channel works all the time.
A phone call may feel supportive to one member, but intrusive for another. A text message may feel easy and actionable for someone juggling work and family responsibilities. A provider-led conversation may carry more weight for a member who trusts their physician as their primary source of guidance.
The reality is that preferences change. They are dynamic and shaped by context. The same person may ignore a call during the day but respond to a text in the evening. They may prefer digital outreach for routine reminders, but prefer live support when facing a new challenge.
Effective engagement strategies recognize this variability and design for it, rather than assume a one-size-fits-all approach.
Why is it critical to design engagement around people’s unique needs and preferences?
By “meeting members where they are,” health plans design engagement that addresses members’ unique and varying needs. Across industries, people expect flexibility and personalization in how they interact. The most effective experiences reduce effort by offering choice, convenience and relevance.
Healthcare engagement is evolving in the same direction.
An omnichannel approach brings together digital messaging, provider and pharmacy coordination, and live clinical outreach to create a more responsive, personalized experience.
This approach applies to a key behavioral principle: make the desired action the easiest action.
Instead of asking members to adapt to a single communication method, omnichannel strategies adapt to the member—delivering the right message, through the right channel, at the right time.
Why should digital engagement be included in an omnichannel approach?
Digital engagement works because it is often easy to use, and small reductions in effort can drive meaningful changes in behavior.
For example, responding to a text message is often easier than answering an unexpected phone call. Members can read the message, consider the request and reply when it fits their schedule. That small reduction in effort can make the difference between ignoring outreach and taking action.
Two-way digital engagement also creates an immediate feedback loop. Members can quickly surface barriers directly, such as cost concerns, confusion about instructions or transportation challenges. This enables care teams to intervene quickly.
A digital strategy can also include nudges
Digital outreach also allows for personalized nudges, which are proven by research to improve the effectiveness of interventions. These include:
- Timely refill reminders aligned to a member’s medication schedule
- Messages that reference the member’s specific medication or condition
- Simple, actionable prompts (e.g., “You’re due for a refill—reply YES and we’ll help you get started”)
Digital nudges leverage the well-established behavioral principles of salience, timing and simplicity. And research supports the impact of this approach:
- In one study, diabetic adults who received tailored text messages showed meaningful improvements in short-term medication adherence compared to usual care.1
- A longer-term study found that regular personalized messaging over 15 months led to measurable adherence gains across a diverse population.2
Why does omnichannel engagement drive more consistent behavior over time?
Omnichannel engagement techniques support behavior change through a consistent message. This works because medication adherence is not a one-time decision—it is a repeated behavior shaped by habits, cues and reinforcement over time.
Behavioral science shows that consistent prompts and environmental cues increase the likelihood of sustained action.
Omnichannel engagement creates these cues through multiple touchpoints, like:
- A refill reminder text
- A pharmacy prompt at pickup
- A provider message reinforcing the importance of therapy
- A follow-up call when additional support is needed
Each interaction reinforces the same behavior, increasing the likelihood that the member takes action.
This is not duplication. This is reinforcement. Multiple, aligned cues help turn intention into action, and action into habit.
What matters most: did the intervention work?
When it comes to member engagement, the quality of interventions is more important than the quantity. The goal is not to maximize calls or messages, but to help members take meaningful steps toward better health.
If a simple text prompt leads to a prescription, the outcome is just as impactful as a successful phone conversation. In many cases, text messages may be more scalable, timely and aligned with member preferences.
In the end, the most effective strategies focus on outcomes, not channels.
By combining digital outreach, provider coordination and live clinical support, omnichannel engagement creates a system that is:
- Personalized to the member
- Responsive to changing needs
- Designed to reduce friction and drive action
In doing so, an engagement strategy will meet members where they are and help them stay on track over time.
Interested in improving member engagement—and medication adherence—through an omnichannel strategy rooted in clinical expertise and behavioral science? Contact AdhereHealth to learn more!
Citations
- Nelson LA, Mulvaney SA, Gebretsadik T, Johnson KB, Osborn CY. The Messaging for Diabetes (MED) Intervention Improves Short-Term Medication Adherence Among Low-Income Adults with Type 2 Diabetes. J Behav Med. 2016 Dec;39(6):995-1000. doi: 10.1007/s10865-016-9774-2. Epub 2016 Aug 3. PMID: 27488604; PMCID: PMC5176095. Link: The MEssaging for Diabetes (MED) Intervention Improves Short-Term Medication Adherence among Low-Income Adults with Type 2 Diabetes – PMC
- Nelson LA, Greevy RA, Spieker A, Wallston KA, Elasy TA, Kripalani S, Gentry C, Bergner EM, LeStourgeon LM, Williamson SE, Mayberry LS. Effects of a Tailored Text Messaging Intervention Among Diverse Adults with Type 2 Diabetes: Evidence From the 15-Month REACH Randomized Controlled Trial. Diabetes Care. 2021 Jan;44(1):26-34. Link: Effects of a Tailored Text Messaging Intervention Among Diverse Adults With Type 2 Diabetes: Evidence From the 15-Month REACH Randomized Controlled Trial – PMC
