Evaluation of Emails Promoting Mail-order Pharmacy

The utilization of a mail-order pharmacy can increase adherence to medications. The health system's mail-order pharmacy (from here, simply referred to as mail-order pharmacy) can also provide reduced costs for medications. Ongoing outreach efforts involve sending emails and other communications encouraging enrollment in Geisinger's mail-order pharmacy to eligible members of the system's health plan (i.e., those who take maintenance medications). The study will compare a standard promotional email from these outreach efforts, as well as three new emails with content informed by behavioral science research, against a no-contact control arm and each other.

Inclusion criteria

• An active member of the health plan (Medicare, Commercial, or Exchange)
• Currently prescribed maintenance medications
• Not currently subscribed to the health system's mail-order pharmacy
• Has an email on record

Exclusion criteria

• Explicitly opted out of receiving emails from the health system
• Only has eligible current prescriptions for fewer than 28 days
• Only has prescriptions that cannot be sent via mail-order pharmacy (e.g., antidepressants, specialty-tier drugs)
• Is a Medicare member in the coverage gap
• Shares an email address with another selected participant (who was randomly chosen for inclusion among all those sharing the same email address)