How one financial services company increased wellness center utilization through data segmentation and personalized marketing
Connecting members to care isn’t just about access — it’s about understanding what motivates them to engage. This belief guided one large financial services company and Premise Health to team up and create a bold, data-driven, strategic marketing pilot. Premise’s deep expertise in data, personalization, and human centered messaging helped the organization drive measurable engagement at their onsite wellness center.
Goal of the Pilot
Identify, test, and refine member outreach strategies, focusing on personalized, data-informed methods that maximize engagement.
The Approach
> Segmented the company’s team member population using member and third-party data
> Developed tailored personas and messaging frameworks
> Drove engagement with key types of care
About the Company
A Detroit-based financial services company, involved in industries such as mortgages, fintech, real estate, and automotive, sought to boost member engagement at its onsite wellness center. The organization is known for its innovative approach across diverse business sectors. The employer, voted one of Fortune’s Best Companies to Work For, has thousands of team members all throughout the U.S. Their wellness center is currently available to team members in Michigan.
The Vision
The company saw an opportunity to bring more people into their onsite wellness center. Recognizing that opportunity as a chance to increase engagement and utilization by better understanding the employer’s team members, Premise proactively approached the company to collaborate on a data-informed targeted marketing campaign. Together, they aimed to reach all team members — whether frequent visitors, lapsed users, or those new to the wellness center — with tailored messaging.
The Solution
The Premise member marketing team first analyzed the company’s member data to identify segments. These segments, or groups, were based on shared behaviors, demographics, and wellness center utilization patterns. The team then developed four member personas, one for each segment, based on quantitative surveys and qualitative interviews. These personas informed the key messages sent to members to drive engagement at the wellness center. Messaging and engagement strategies were tailored to each persona and carried out through a test-and-learn approach, helping uncover insights to inform future campaigns for the company and broader Premise member marketing efforts.
Key Personas
Personas were developed based on findings from a team member quantitative survey and one-on-one qualitative interviews.
The Outcome
Over three months, the pilot marketing campaign drove increased engagement at the onsite wellness center and validated team member receptiveness to Premise communications. The campaign:
Generated a significant volume of visits — both scheduled and completed — demonstrating a direct impact on care utilization
Achieved exceptionally high engagement, with 90–94% of the audience opening at least one email — more than double the typical industry averages of 30–40%
Maintained strong audience retention, with only two opt-outs among more than 2,400 members
Drove a 73% engagement rate on the campaign landing page, which featured wellness center information and was promoted in many of the marketing emails
Turning Engagement Into Action
The data-driven campaign highlighted the importance of continued segmentation, personalization, message testing, and channel optimization when it comes to boosting engagement and supporting healthcare utilization via a marketing campaign. Most importantly, it helped connect hundreds of members to care — turning engagement into action and making a meaningful difference in their health journey.
Awareness
2,420 unique team members
4,840 total emails sent
4,734 emails delivered (98%)
2,420 direct mailers sent
Interest
2,507 emails opened
Consideration
2,396 logins to patient portal
Intent
275 appointments scheduled
Conversion
103 appointments completed
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