Study Results
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View full resultsBasic Information
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COMPLETED
14099 participants
OBSERVATIONAL
2020-04-06
2020-05-08
Brief Summary
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Detailed Description
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The purpose of the current study is to assess what kind of messaging improves the effectiveness of an email campaign targeted at enrolling patients into Geisinger's online patient portal, called myGeisinger. Currently, Geisinger sends an email every month to patients who have started but not completed the enrollment process (they have had an activation code generated but have not yet used that code to enroll). This study will A/B test 5 email messages to assess if they perform better than the current standard email message.
Performance will be assessed based on whether patients open the email, click on the myGeisinger enrollment link, and enroll in myGeisinger. Statistical analyses will employ generalized linear models with a binary distribution and log-link function.
Conditions
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Study Design
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CASE_CONTROL
PROSPECTIVE
Study Groups
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Control
A standard marketing message encouraging activation and describing the benefits of myGeisinger
Standard email
Focused on provider communication
A simple message focused on one benefit of myGeisinger: communicating easily with providers
Less-is-better
Focused on scheduling
A simple message focused on one benefit of myGeisinger: scheduling and managing appointments online
Less-is-better
Focused on medical information access
A simple message focused on one benefit of myGeisinger: accessing medical information, like test results
Less-is-better
Social proof
A message similar to control, but including information about how many other patients are using myGeisinger
Social proof
Endowment / decision staging
A message similar to control, but framing myGeisinger as something that patients already have, and just need to take one more step to activate.
Endowment: Give patients the impression they already have the account, so they value it more.
Decision staging: Break down the process into multiple stages - "having" an account and "activating" that account- and giving the impression that they are almost there because the first stage is complete
Endowment / decision staging
Interventions
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Less-is-better
Social proof
Endowment / decision staging
Standard email
Eligibility Criteria
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Inclusion Criteria
Exclusion Criteria
* Patients who received emails from this monthly myGeisinger marketing campaign within the last 2 months
18 Years
88 Years
ALL
No
Sponsors
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Geisinger Clinic
OTHER
Responsible Party
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Amir Goren
Program Director, Behavioral Insights Team
Principal Investigators
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Amir Goren, PhD
Role: PRINCIPAL_INVESTIGATOR
Geisinger Clinic
Locations
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Geisinger
Danville, Pennsylvania, United States
Countries
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Provided Documents
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Document Type: Study Protocol and Statistical Analysis Plan
Other Identifiers
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2020-0315
Identifier Type: -
Identifier Source: org_study_id
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