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A major state-based healthcare insurer and advocacy organization understood that in order to maintain and strengthen its leadership position, it must continually provide its constituents with useful information that improved the health and well-being of its members as well as how healthcare dollars are spent. To achieve this, the organization believed it must keep constituents engaged in the healthcare process by providing relevant, targeted information via whichever communication vehicle was preferred by its members. This major heathcare institution believed email was a critical communication channel and that by leveraging it effectively, it could improve its competitive advantage as well as that of its constituents.

The organization had created a portal to deliver communications to existing customers in a timely and targeted fashion. It had been distributing some account billing statements, payment reminder notifications and payment confirmation notifications to constituents through the portal. However, despite having surveys that indicated the majority of the constituents that registered as portal users preferred to receive notifications electronically, the confirmed delivery rate of communications delivered via the portal was only 7%. It was determined that passively posting information to the portal did not drive constituents to it nor did it serve to build and strengthen ongoing relationships.