Enabling A1c tests results
Content design | UX writing | Clinical education
Summary
Teladoc Health offered some members in their Diabetes Management program at-home A1c tests. The test kits were sent to members' homes through a partnership with LetsGetChecked, a home healthcare solutions company. LetsGetChecked would process the A1c tests, but we wanted members to view their results in our own product. I worked with design, product, engineering and clinical partners to develop the strategy and direct members to appropriate next steps. My strategy covered three clinical pathways across four product locations.
The challenge
Keep Teladoc Health members engaged in the at-home A1c test experience by presenting their lab data, helping them understand the results and the actions to take next.
Key considerations from prior research and data science:
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Most people have low numeracy skills and health literacy.
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Some people feel data is for their doctor, not them.
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People tend to focus on one chronic condition, even if they have multiple comorbidities.
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People use A1c as a beacon for understanding diabetes management success and correlate their understanding of this number with how they feel.
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Consistent engagement allows members to better track and manage their A1c. More than 80% of members with a high A1c (>10%) in a spring pilot had a lower A1c result when tested again in the fall.
The solution
Teladoc Health would collaborate with LetsGetChecked on marketing tactics and A1c test result communications, driving members into a new Teladoc Health experience accessible from their homepage. I wrote a toast notification alerting members to new test results. The phrasing makes the notification easily adaptable to other types of lab results in the future.
We eased wayfinding and hoped to boost engagement by co-locating A1c test results with other blood sugar data from members' glucose meters.
My content strategy sought to give members confidence about their current health and long-term risk. I wanted our recommendations to be clear, simple, and easy for members to share with their care team. When expanded, the A1c results are displayed as a numeral and in a chart. A "High" or "In range" tag gives members quick understanding of their result relative to the target. In these ways we could appeal to members who like to compare results over time, while accommodating all levels of health literacy.
The logic for each call to action was recommended by my clinical, coaching and data science partners.
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Results 8%+ are encouraged to schedule a coaching call.
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Results 7-7.9% are encouraged to message a coach for advice.
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Results below 7% are referred to our clinical education library.
Accompanying each call to action were a set of related actions the member could take. These included the option to share results with their care team through their Health Summary Report.
I also produced a guide to lowering A1c results that we linked in the product and in results communications. It detailed next steps members could start that day, with a checklist and resources for day-to-day lifestyle change. The guide had a 2.25%+ CTR from the results email and a positive rating from 92% of readers.
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I created content for helper modals, accessible from tooltip icons next to the numeric result.
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Additional presentations of the result and call to action were placed on the blood sugar page. I also created a variant displayed when the result is more than six months old, encouraging the member to test again.
I also worked with design, engineering and data science partners to add A1c data to the member's Health Summary Report. The report can be shared with a member's care team or downloaded for printing. This enhances care coordination and equips members who feel data is for their doctor.
The outcome
My content strategy was surfaced in four product locations, with variants to support each of the three clinical pathways and calls to action. I also reviewed and revised the A1c test kit packaging and 12+ marketing tactics, including glucose meter messages, email, direct mail and SMS. The clinical education guide I produced had a 2.25%+ CTR from the results email and a positive rating from 92% of readers.
Over the lifetime of several campaigns, more than 50% of members who opted into an at-home A1c test kit returned it and received results.
Key success metrics
Visibility
80% of members with available test results viewed them through a Teladoc Health surface.
(Goal was 60%)
Action
42% of members who view their results on a Teladoc Health surface act on recommended next steps.
(Goal was 40%)
Satisfaction
Members expressed they feel supported in their journey through NPS and satisfaction surveys.
Outcomes
Members who complete at-home A1c tests complete more glucose checks and see better results over time.