THOUGHT LEADERSHIP
Teladoc Health is applying proven marketing science to deliver relevant, timely outreach that drives engagement without adding noise
Brian Serfass, Chief Marketing Officer, Teladoc Health
For years, healthcare marketing relied on predictable playbooks. While healthcare remained focused on mailing and calling consumers, other industries evolved and consumer expectations changed.
Marketing is about reaching people where they are. In today’s world, that means a digital-first approach with consistent and dynamic communications that drive both registration and sustained engagement.
Given the challenges plan sponsors often face with member engagement, Teladoc Health is applying the latest science and technology to transform how we reach members and act when the need for care arises.
The need for care is inherently episodic and sporadic. Symptoms appear unexpectedly: late at night, during travel or in the middle of a busy workday. These aren’t planned moments.
In this situation, people often revert to default behaviors. This can mean going to an emergency department even when more efficient, cost-effective options are available.
Traditional marketing strategies fall short because one-time campaigns or periodic reminders assume that awareness will translate into action. For the more than 100 million people who have access to Teladoc Health, the goal is for virtual care to become a default choice and not just an option.
Other industries have already evolved in the direction of continuous engagement. Retailers like Lululemon illustrate this shift. As someone who shops there, I receive multiple emails a week. It doesn’t make me shop at Lululemon every week, and I don’t always open the emails.
Still, when I need something, it’s top of mind. Steady outreach that’s value-driven and aligned to how people live increases the likelihood of being chosen in the moment that matters.
This strategy is powered by a deeper transformation: Marketing is shifting from intuition-based to an ongoing science of testing and experimentation.
Whether it’s the timing of communications, the frequency of communications or the message itself, experimentation opens new possibilities. It allows us to find the balance between meaningful outreach and being intrusive.
Earlier this year, we tested the frequency of a post-registration newsletter. Increasing its frequency didn't overwhelm members, it increased member visits by keeping Teladoc Health top of mind.
For plan sponsors, it’s important to keep in mind that improving virtual care utilization isn’t just about offering the right solution. It’s about enabling the right engagement model to support it. Without testing and experimenting, marketing is never going to continue to perform at a high level.
One area where we are increasingly running experiments is behavioral science which helps us understand why members don't act.
Traditional outreach often focuses on who someone is—segmenting populations by condition or demographics. Those attributes rarely explain why someone chooses to act.
It’s not uncommon for people to delay or avoid care, so it’s critical that every message and touchpoint is designed to reduce friction and increase motivation.
At Teladoc Health, we lean on a combination of human expertise and AI that allows us to optimize messaging for how people actually make healthcare decisions, personalize communications based on behavioral needs and help connect with members earlier.
For example, AI-driven propensity modeling can help predict what service a member will likely need next. Knowing that, outreach can cut through the noise and focus specifically on what’s relevant, instead of broadly sharing what’s available.
Communications are intentional, and members receive messages that most closely align with what they’re experiencing in the moment. This increases the likelihood that they engage and ensures they never feel overwhelmed.
When Teladoc Health is part of the consideration set—one of a small number of care options when the need arises—we can help people live healthier lives.
The transformative work we’re doing in member engagement is rooted in behavioral science and AI, and it’s making their experience more meaningful. The most effective engagement strategies are built on partnerships—when goals are aligned and there’s a willingness to challenge outdated approaches to member engagement.
Together, we can help people take action earlier, stay connected to their care and achieve better health outcomes.
