The Challenge
ChristianaCare had been running a reliable two-touch new mover campaign for years, but the one-size-fits-all creative limited its potential. With only a single version for each touch, the messaging couldn’t adapt to the unique demographics, preferences, and needs of different audiences.
This lack of variation meant opportunities to connect on a deeper level were being missed. To strengthen engagement, increase response, and align outreach more closely with the patient journey, ChristianaCare set out to personalize at scale—without disrupting the proven campaign structure or its incentive-driven approach.
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