Case Study: GE Appliances achieves 88% registration and 90% return rate with Castlight Health

GE Appliances personalizes content and connects users to health and wellbeing resources

GE Appliances wanted a single, easy-to-use platform to increase employee awareness and engagement with benefits. Facing the challenge of driving adoption among salaried employees who elected Health Reimbursement Accounts (HRA), the company made registration a requirement to receive HRA dollars and aimed to consolidate access to onsite clinics, telehealth and other partner services.

They launched Castlight with a personalized experience and a sustained omnichannel “Register for Castlight” campaign, embedding registration into onsite workflows and Anthem touchpoints. Within six months 88% of the targeted population registered, 90% of registrants returned to the platform, 89% opened a personalized communication, 61% viewed a benefit program and the initiative earned a 75 Net Promoter Score; GE Appliances then expanded the program in 2020 with broader wellbeing and enhanced personalization.

GE Appliances