WellMed Scales Patient Engagement and Member Enrollment with ON24

According to a McKinsey study, 81% of patients prefer to use digital tools across their healthcare journey. To help healthcare and insurance providers keep up with patient demands, ON24 (NYSE: ONTF), a leading sales and marketing platform for digital engagement, today announced the digital strategy success of WellMed, a network of doctors, specialists and other medical professionals. Through the ON24 platform, WellMed achieved a 60% increase in their patient engagement reach in and virtual orientation program attendance, while being able to scale their output by 25% without any more resources.

WellMed, a care provider for over 1 million older adults with 16,000 doctors’ offices in Texas and Florida, faced challenges to their marketing strategy due to COVID shutdowns, which heavily relied on in-person events for member enrollment and patient engagement.

Turning to ON24, a leading enterprise platform for digital engagement, WellMed successfully delivered engaging and personalized experiences for patients, from virtual orientations to content hubs and promotional landing pages. The platform also allowed the team to capture deep patient insights and integrate ON24 with Salesforce for automated sharing of engagement data.

“With one platform, we can engage our patients across multiple touchpoints and automatically push all engagement data directly into our CRM for easy access for our member enrollment teams,” said Ariel Daughtry, Digital Platform Manager at WellMed. “The results speak for themselves, the team has been able to host more orientations and expand our reach to patients across multiple locations.”

WellMed's existing patients, prospects, and brokers can now easily navigate content libraries. The content and materials in these libraries used to be manually curated and delivered to patients and prospects, but the process is now automated with ON24. By adapting to new audience expectations, WellMed not only overcame challenges posed by the pandemic but emerged with an innovative engagement strategy, delivering regular orientations, expanding reach, and setting a new standard for patient interaction and care.

“Patients want information on their terms when it comes to channel, content and type. Healthcare marketers need to understand that this is no longer an option but a critical factor to ensure success for any of their multichannel marketing initiatives,” said Callan Young, Chief Marketing Officer, ON24. “WellMed is a testament to the success organizations can drive by embracing a digital-first approach for their members.”