Digital onboarding channel development

Cityblock Health delivers health and social services to individuals who receive benefits through Medicaid/Medicare. Health insurance partners assign member cohorts with complex needs to Cityblock. From there, Cityblock needs to find and engage those members and “activate” them into care. Cityblock’s primary engagement modality had been outbound calls. However, research indicated that some members might prefer asynchronous communications and feel more comfortable sharing information via self-service channels, rather than speaking on the phone. In addition, Cityblock needed a lower-cost way to activate members to grow the business efficiently.

My team designed and implemented a proof of concept (POC) to inform the viability and desirability of a self-activation channel. Building on the success and learnings of the POC, we iterated on the process, tech, and marketing to scale self-activation across Cityblock markets.

My Role:

As Product Group Lead, I guided and enabled the project team across all phases of development, from smaller-scale pilot to fully-functional capability.

What I'm Proud of:

• Results achieved:

  • Improved activations by 13% within 2 months of launch.

  • Activated members that Cityblock was previously unable to engage by phone, in some cases even after 30+ call attempts.

  • Empowered members across age groups and healthcare risk segments.

    • Members ages 19-65 have completed self-activation.

    • ~80% of self-activated members are in the high or rising risk categories.

• Team growth & development:

  • Increased team’s knowledge of how to run pilots. Bolstered their comfort with navigating ambiguity.

  • Encouraged and enabled team to take a scrappy approach to the pilot (i.e., do things that don’t scale), which accelerated learnings and minimized engineering costs.

  • Demonstrated an effective model for cross-functional collaboration, replicated across the org. Workgroup included the scrum team (product manager, designer, engineers), marketing, operational design, and market operators.

Solution Overview: