Case Study: Large National Health Plan achieves 56% increase in colorectal cancer screenings with Personify Health

National Health Plan Used Language-Specific Messaging to Increase Colorectal Cancer Screenings

Virgin Pulse partnered with a health plan to boost colorectal cancer screenings for 50,000 members across African American, Asian, Hispanic/Latino, and Caucasian populations. The campaign required language-specific, culturally appropriate messaging tailored to each target group.

The engagement team ran interactive, HIPAA-compliant automated calls (with letters if unreachable), framing outreach to each member’s projected ethnicity—e.g., using a male voice for Hispanic/Latino members—plus automatic transfers to a 24/7 nurse line and a barrier survey. Results: screenings increased 56% versus control, HEDIS improved by 3 percentage points, and the Latino group receiving an ethnic-centric male-voiced message saw an 89% improvement.