Humana leverages AI to promote flu shots

One of the nation’s largest health insurers is using AI to help persuade patients to get their seasonal flu shot, The Wall Street Journal reported.

Specifically, Humana’s AI is helping the company create persuasive email campaigns to encourage flu shot––and is seeing higher open and click-through rates just in time for flu season, which typically sees the highest rates of infection between December and February.

The campaign targets seniors, who are at particular risk of contracting the flu and having adverse complications, including death and hospitalizations. Since 2016, Humana has been working with a company that offer a cloud-based AI tool to design improve marketing messages for success. In 2017, Humana began using the tool to help improve flu shot vaccinations.

By comparison, a subject line created by Humana employees had an open rate of 20%, compared to the AI tool’s 31% open rate. In addition, the AI-created email had double the click-through rate. However, the tool can’t measure if people actually get flu shots.

See the full story below:

Amy Baxter

Amy joined TriMed Media as a Senior Writer for HealthExec after covering home care for three years. When not writing about all things healthcare, she fulfills her lifelong dream of becoming a pirate by sailing in regattas and enjoying rum. Fun fact: she sailed 333 miles across Lake Michigan in the Chicago Yacht Club "Race to Mackinac."

Around the web

With generative AI coming into its own, AI regulators must avoid relying too much on principles of risk management—and not enough on those of uncertainty management.

Cardiovascular devices are more likely to be in a Class I recall than any other device type. The FDA's approval process appears to be at least partially responsible, though the agency is working to make some serious changes. We spoke to a researcher who has been tracking these data for years to learn more. 

Updated compensation data includes good news for multiple subspecialties. The new report also examines private equity's impact on employment models and how much male cardiologists earn compared to females.

Trimed Popup
Trimed Popup