Outreach That Works: PBC HMO Communications Drive Action, Support Lower Total Cost of Care

Recent communications to Premera Blue Cross HMO (PBC HMO) members show a consistent pattern: when outreach is practical, focused, and easy to act on, members respond in ways that support preventive care, primary care engagement, and coordinated treatment. These behaviors are core to lowering total cost of care in the PBC HMO model.

Members act when the call to action is clear

Across PBC HMO campaigns, member engagement is concentrated on high-value actions—not passive clicks. When prompted, members:

• Sign in to their member account or dashboard
• View educational resources
• Schedule preventive or primary care visits
• Complete a Health Risk Assessment (HRA)

In multiple campaigns, nearly half of all clicks went to a single, action-oriented linkshowing strong intent once members engage.  The most engagement came from links prompting members to check, choose, or change their PCP on their dashboard. This also shows that our new efforts to minimize barriers to care and plan confusion are headed in the right direction.

Strong signals around primary care engagement

Outreach reinforces primary care access as the cornerstone of PBC HMO.

Examples of member action:

• In Welcome, Annual Wellness, and PCP-focused emails, about 40% of members accessed their PCP assignment through their dashboard.

These are clear signals that members are using outreach to take the right first steps in coordinated care.

Kinwell advanced primary care drives intent to seek care

When Kinwell scheduling links are included, members use them.

• When we reached out to PBC HMO members about their annual wellness visit, , about 26% of members clicked on the Kinwell scheduler link.
• Kinwell consistently ranked among the top two or three actions members chose when presented alongside PCP and Find-a-Doctor options.

This shows outreach is helping members move from awareness to access—supporting earlier, lower-cost care.

Wellness outreach supports preventive behavior

Health-focused campaign data shows strong engagement when outreach connects benefits to daily health decisions.

• In PBC HMO Experience communications, the Health Risk Assessment (HRA) captured about 40% of all clicks.
  • Just in Q1, HRA submissions were up 700% over the total number for 2025.
• In Chronic Care outreach, a single benefit-focused link captured over 60% of clicks—the strongest concentration of action in the dataset.

These behaviors show that this population is motivated to prevent and identify risks early.

What PBC HMO members will see next

Upcoming PBC HMO communications continue to focus on actions that support healthier members and lower total cost of care, including:

• Exercise and physical activity
• Healthy eating and lifestyle habits
• Advanced primary care access through Kinwell
• Continued reinforcement of PCP engagement
• Different types of care available

Each message is designed to guide members toward a specific, useful next step inside the PBC HMO care model.

Why this matters for producers

For producers, this outreach supports the PBC HMO value story after enrollment:

• Members are taking action—not just opening emails
• Engagement centers on primary care, prevention, and coordinated care
• Outreach reinforces behaviors that help manage cost over time

It’s a clear example of how PBC HMO combines plan design and targeted communications to support better outcomes—for members and employer groups alike.