Humana's Your Practice

Voice Activated Call Campaigns Encourage Wellness

In the fourth quarter of 2004, Humana completed voice activated technology (VAT) telephone campaigns in English and Spanish to encourage members to have screenings for diabetes and mammography in all markets across the country.

At the same time, Humana also introduced a new pilot campaign focused on colorectal cancer screening in Atlanta. The overall VAT program results are positive and provide insight into specific areas that require focus and intervention.

Diabetes campaign results
Humana’s diabetes VAT campaign targeted HMO diabetic members between the ages of 18 and 75 who had not received the following tests, according to claims data: Diabetic screenings such as A1c, microalbumin, LDL or dilated retinal eye exams. The call script shared information regarding the importance of these tests and screenings and asked a series of questions to determine barriers to care. On each call, focused feedback was provided based on the member’s needs and responses.

The results of the diabetes call campaign have been encouraging:

90 percent of the surveyed members indicated that they were told by their physician that they have diabetes.
The remaining 10 percent were asked if they had been told they had borderline or mild diabetes; 37 percent answered “yes.”
84 percent of surveyed members believe that their diabetes is under control.
70 percent reported that they are planning to have a retinal eye exam in the next 12 months.

The diabetes call campaign results also revealed areas for concern:

95 percent of members surveyed reported that they are working with a doctor to manage their diabetes, yet 18 percent say they only see their doctor when they are sick.
45 percent of members reported that they are not monitoring their blood glucose level daily.

Mammography reminder campaign results
The mammography reminder campaign targeted female HMO members between ages 52 and 69 who had not received a mammogram in the last one to two years, based on Humana claims data.

Over 80 percent of the surveyed women chose to continue the call, indicating they were interested in the mammography information.
47 percent of respondents revealed that they had not had a mammogram in the last two years.
65 percent of members who had not had a mammogram in the last one to two years reported that they plan to get one within the next three months.
8 percent of the women took advantage of Humana’s special arrangement with the American Cancer Society (ACS) to aid in scheduling and finding locations for mammograms with direct transfer to the ACS during their call.

Colorectal screening reminder campaign
Also in the fourth quarter, Humana launched a VAT colorectal screening reminder campaign, targeting over 400 members in the Atlanta area. As with the other programs, this campaign targeted HMO members between ages 52 and 70 who had not received one of the recommended colorectal screenings, according to Humana’s claims data.

The VAT call script prompted members to learn more about their risk factors for colorectal cancer, such as family history, to talk to their doctors about the type of screening best for them and to identify barriers to getting screened. Members were also offered additional education and support to encourage regular screenings. Humana plans to further expand this campaign to additional markets in 2005.