L.A. Care Health Plan is proud to announce that it has received the Activate 2023 Award for Achieving Health Equity for its texting campaigns aimed at improving prenatal and postpartum outcomes. The health plan was honored for its conversational and tailored campaign that ensured expecting and new mothers gain access to the most valuable health resources and education.
L.A. Care launched the campaign July of last year and it continues today. Members who opt in receive a text once a week for six weeks. For the prenatal campaign, members who opt in receive messages letting them know things like how to contact their physician, how to find a physician, or what to do in an emergency. For the postpartum campaign, members receive messages reminding them that a 24-hour nurse line is available to help them if they have questions about changes in their bodies. The messages also urge them to make a postpartum appointment and to call their physician if they are feeling overwhelmed.
The L.A. Care texting campaign was recognized for enrollment rates that have been much higher than other sensitive campaigns, where members have to opt in to receive text messages. Enrollment rates for similar campaigns are typically 10 to 15 percent, but L.A. Care saw an enrollment rate of 28 percent for its prenatal campaign and 33 percent for its postpartum campaign.
The award was announced at the Activate 2023 conference last month in Minneapolis. The annual conference is hosted by mPulse Mobile, a digital engagement company for healthcare organizations. The conference focused on cutting-edge engagement strategies for consumer health activation.