Health & Wellness
How Quil Activates Patients and Caregivers in Their Care with Braze
Founded in 2018 with headquarters in Philadelphia, Quil, the joint venture between Independence Health Group and Comcast, is a digital health platform that offers personalized and interactive health journeys to consumers and their caregivers. Quil is committed to educating and engaging consumers, leading to better health experiences and better outcomes, at a lower cost. Quil serves patients, members, and their caregivers in partnership with their healthcare providers and health plans nationally. Now, with the launch of their new connected home platform, Quil Assure, they are expanding their focus to revolutionize the aging at home experience—for both seniors and their caregivers.
I spoke with one of the brand's growing team of 55+ employees, Alanah Tormey, Consumer Engagement Marketing Manager, to learn how Braze enables the B2B2C company to empower patients and caregivers in their care.*
To get started, can you tell us what patient engagement looks like at Quil?
Quil Engage is the patient engagement platform that informs, guides, and activates patients in their care in partnership with their providers, payors, and loved ones. We deliver intelligently individualized care journeys to support patients during every step of their care.
Our Engagement Engine activates and educates patients when navigating a major life health event that is procedural or non-procedural, or learning about and managing a chronic condition.
Our journeys improve patient comprehension and confidence through multimedia education, and measure progress and collect validated patient reported outcomes using surveys and data collectors.
Our multichannel engagement campaigns are a big contributor to what overall patient engagement looks like. Connecting through email, text, push notifications, and in-app messages, we bring patients into their journey with personalized reminders and actionable tips so they are engaged in their care across the right device, for the right task, at the right time.
How do you use Braze to support your customer engagement efforts?
Braze has been essential to the growth of our consumer engagement—not only increasing product adoption, but delivering on our promise to meet patients and caregivers where they are in their health journey with the information that matters most.
Right from the start, email and SMS campaigns invite patients to Quil, introducing their journey and setting expectations for the road ahead.
From there, with our understanding of the patient and their health journey through integrations with our customer’s clinical workflows, we engage patients and their caregivers with personalized and timely messages.
Over the past year, we’ve been able to create scalable multichannel campaigns and Canvases that are not only informative and action-oriented, but tailored to the patient based on their behavior—supporting our patient engagement goals to reinforce the need-to-know information at key points in time to at-risk patients.
As monitoring patient progress and collecting patient reported outcomes is key to what we do, we are always looking to expand what patient engagement means for certain channels, like leveraging SMS keyword campaigns to check in on a patient's progress over time.
Can you tell us how Braze supports your caregiver engagement efforts as well?
Caregivers play such an important role in helping patients feel confident and prepared in their health journey. By sharing the important information of the patient’s Quil journey with friends and family, we use Braze to keep these support networks involved and informed.
We look to understand the patient’s journey progress and behaviors: Are they a few steps behind and beginning to fall off track? What information are they sharing as they check in through the journey surveys? Are they feeling anxious or prepared?
These are all indicators that help us pinpoint in Braze when a caregiver should become more involved.
Braze also supports our goals to keep care circles informed as part of our smart sensing strategy with Quil Assure. As the Quil Assure platform reimagines the aging-at-home experience, real-time alerts and communications are essential to strengthening the relationship between seniors and their caregivers.
Who are some of the key stakeholders in the company's cross-functional customer engagement efforts?
Our content, customer success, consumer support, product, data, and engineering teams all play an important role in shaping the consumer engagement strategy.
How do you partner with engineering?
A strong partnership with engineering is key to the success of our campaigns.
For starters, the ongoing development to maintain and update our user profiles with the right data is essential to create personable messages, and power our segmentation and campaign delivery methods.
It’s important to have cross-functional perspectives when strategically identifying how new product features, journeys, and integrations into customer’s clinical workflows present certain implications and opportunities to further drive our consumer engagement efforts.
That said, Braze gives us marketers the ability to efficiently create templates and campaigns that are polished and engaging without needing to tap a developer for support. Having the confidence and autonomy to spin up email campaigns is huge for a smaller team like ours and allows us to be nimble in our approach.
How do you leverage your customer engagement data to drive innovations?
Learnings from our consumer engagement data inform our decisions to iterate and enhance our engagement campaigns, journey content, and product features. Pairing our data on campaign interactions, product usage, and journey completion and comprehension with the qualitative patient and caregiver feedback allows our team to have a strong understanding about our consumer end users and establish what we know as our patient engagement best practices.
The ability to turn assumptions and theories into insights with A/B and multivariate campaign testing has also served as a very helpful tool in the optimization of our campaign and journey engagement. Seeing how patients and caregivers connect with their journey through various channels and the information that resonates the most has shaped our consumer engagement strategy.
Clearly, patient data is crucial to patient engagement at Quil. How did HIPAA compliance factor in the company's evaluation of customer engagement platforms?
Extremely important. As we are a patient engagement platform and a trusted partner of our provider and payor customers, HIPAA compliance and patient privacy was a major factor in the evaluation of marketing automation platforms.
The team is really excited about the ways in which Braze powers our ability to reach and activate patients in their health journey with an emphasis on data privacy and security. We’re able to send personalized communications and connect with patients and caregivers at the right points in time with the comfort of knowing Braze also operates with a privacy-first mindset.
How has your user base grown and what has helped drive success?
Over the past year, we've seen a tremendous amount of growth. We've grown over 70% from 2020 to 2021. And among that user growth, we’ve seen a 9% growth in our overall engagement.
With 97% of patients feeling better prepared and less anxious, we’ve seen how personalized journeys and engagement create better health experiences and outcomes. We’ve been able to achieve with our journey engagement campaigns open rates that are consistently over 50% as well as over 20% click-through rates and over 40% click-to-open rates.
With the goal to continuously drive success, whether that looks like more registrations through our invitation campaigns or journey interactions through our engagement campaigns, we’ve established a testing strategy to leverage Canvas and A/B testing to refine our messages and build high-performing campaigns that scale across different types of journeys.
And the resources and support from Braze has been pivotal in helping us incorporate new features and channels into our strategy. Between the LAB (Learning at Braze) course catalog, the rich documentation, working with our Customer Success Manager for personalized recommendations, and engaging with the Bonfire customer community, we’ve been able to efficiently onboard new team members with the platform and stand-up campaigns faster.
How does Quil differentiate itself in the healthtech space overall? What role, if any, does Braze play in helping the company deliver value?
Quil is the only patient engagement platform using best practices from both the worlds of entertainment and healthcare, as its parent companies are Comcast-NBCUniversal and Independence Blue Cross. In the creation of engaging and interactive experiences, Quil journeys captivate patients and caregivers throughout all the steps and transitions of their health journey.
Braze is not just our engagement platform, it’s an extension of our product. Our engagement campaigns powered by Braze is how we deliver on our promise to empower patients and caregivers with actionable information where and when it’s needed.
Hundreds of innovative small and growing companies like Quil, Elevate Labs, Doktor24, YNAB, IDAGIO, Branch, and Grover are using Braze to disrupt their categories and achieve success within their industries. See for yourself why Braze is the secret weapon startups turn to to gain a competitive advantage, engage thoughtfully with their users, and ultimately drive business outcomes like user growth, conversions, revenue, retention, and more.
*This conversation has been edited for length and clarity.
Sunny Manivannan is the VP and GM of Global SMB at Braze, and thoroughly enjoys being a Boston sports fan in New York City. Previously, Sunny served in various marketing and general management roles at Coupa Software (NASDAQ:COUP), and was formerly a management consultant at McKinsey & Company and an aerospace engineer at General Electric.