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Cost and utilization avoidance with mail prompts: a randomized controlled trial.
Gregory D Berg1, Steven Silverstein, Eileen Thomas
1McKesson Corporation, Broomfield, CO 80021, USA. greg.berg@mckesson.com
Health plan mailings encouraging influenza vaccination or nurse advice calls reduced medical service use and generated significant return on investment. Direct mail campaigns can effectively lower healthcare costs.
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Area of Science:
- Health Services Research
- Health Economics
- Public Health Interventions
Background:
- Health plans utilize direct mailings to influence member health behaviors.
- Understanding the return on investment (ROI) of such interventions is crucial for cost-effective healthcare management.
Purpose of the Study:
- To evaluate the impact of direct mailings on medical service utilization.
- To determine the ROI of health plan mailings promoting influenza vaccinations versus nurse advice services.
Main Methods:
- A randomized controlled trial involving 134,791 members aged 65+ across 5 states.
- Comparison of administrative claims data for inpatient bed days, emergency department visits, and outpatient services between intervention and control groups.
Main Results:
- The influenza mailing group showed a 2.87% reduction in inpatient bed days (P=.033) and a 7.25% decrease in ED visits (P=.101).
- The nurse advice mailing group demonstrated a 7.65% reduction in inpatient bed days (P<.001) and a 6.75% decrease in ED visits (P=.125).
- Estimated ROI was $2.51 per dollar for influenza mailings and $24.24 for nurse advice mailings.
Conclusions:
- Health plan members respond to direct mail communications.
- Targeted mailings can modify medical service utilization patterns.
- Direct mail interventions offer a cost-effective strategy for health plans to generate savings.