Marshfield Clinic Health System Wins 2021 Prestige Award for Driving Nearly 100,000 COVID-19 Vaccines with Proactive Outreach

Campaign Conducted with Welltok, now Virgin Pulse, Data and Technology Successfully Engaged Rural, High-Risk and Vaccine Hesitant Individuals

PROVIDENCE, RI – December 16, 2021 – Marshfield Clinic Health System, the largest private group medical practice in Wisconsin and one of the largest in the United States, continues to prove its dedication to helping stop the spread of COVID-19. Virgin Pulse, which recently acquired Welltok, proudly congratulates its client for winning a 2021 Prestige Award from the Wisconsin Healthcare Public Relations & Marketing Society for its targeted work that drove nearly 100,000 COVID-19 vaccinations, including many among vulnerable populations.

Since the pandemic began, Marshfield Clinic Health System consistently distributed timely and relevant updates about how to stay safe, healthy and access needed care. When COVID-19 vaccines became generally available, the health system quickly launched an email campaign to promote vaccine uptake. Initial outreach included daily weekday emails to all individuals aged 16 years and older. As people took the vaccine, the health system began using data and predictive analytics to optimize its outreach, creating targeted lists of unvaccinated individuals, including many rural residents, people at high-risk for hospitalization due to pre-existing conditions or co-morbidities, and vaccine hesitant individuals.

“Being a trusted source of health information, we knew we needed to play a large role in getting

Wisconsinites to take the shot,” said Meranda Eggebrecht, Director of Care Management. “General outreach was not going to suffice, which is why we knew third-party data and analytics were essential to identify things like who was still unvaccinated, on the fence, or would benefit the most from vaccination, so we could then reach out to them with personalized messages that would motivate them to get the shot.”

In total, Virgin Pulse sent over 172,000 emails on behalf of Marshfield Clinic Health System to identified populations during both waves of their COVID-19 Vaccine Outreach campaign. The campaign boasted an average email open rate of nearly 30% – well above average email open rate of 23% in healthcare. As a result, 95,634 vaccines were administered through the health system’s walk-in clinics among individuals ages 12 and older.

“We’ve proven that vaccine hesitancy can be overcome with barrier-breaking messaging that addresses an individual’s situation. You cannot achieve that with mass communications,” said April Gill, Executive Vice President and General Manager, Payors and Health Systems at Virgin Pulse. “It requires the power of technology to engage the right people with the right information to get them to take the shot. We are honored to partner with Marshfield Clinic Health System and many others across the nation to successfully increase COVID-19 vaccine compliance, which has a positive impact not only on the individuals’ lives, but also on the broader community as well.”

Click here to learn more about the solution used to execute this outreach on the health system’s behalf.

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