Case Study: MetroPlus Health Plan achieves rapid telehealth adoption (7K enrollments in 3 months) with Amwell

How NYC’s MetroPlus Health Plan Used Multichannel Marketing to Drive Telehealth Adoption During the COVID-19 Pandemic

MetroPlus Health Plan, a wholly owned subsidiary of NYC Health + Hospitals serving more than 550,000 New Yorkers (72% covered by Medicaid), faced the COVID-19 surge in March 2020 and needed to maintain safe, affordable access to care. MetroPlus Health Plan partnered with Amwell to roll out virtual visits and telehealth across its membership.

Working with Amwell (including Amwell’s Engagement Services), MetroPlus Health Plan executed a multichannel outreach program—emails, direct mail, SMS and IVR—to enroll and activate members. The campaign produced nearly 7,000 telehealth enrollments in under three months (direct mail >2,500; email 300), SMS reached 216,000 members with a 27% click-through and drove >3,340 enrollments, and IVR reached ~30,000 and added 78 enrollments; 48% of enrollees completed a virtual visit and 41% of those were Medicaid members, increasing access to urgent care, therapy and psychiatry.

MetroPlus Health Plan

Kathryn Soman

Director of Corporate Communications