When new federal policy hits, most health systems scramble to stay compliant. A few use it as a growth trigger.
UPMC is one of the few.
As part of our Spotlight Series, this case study explores how UPMC (University of Pittsburgh Medical Center) deployed an audience-first marketing strategy in response to the CMS Interoperability and Patient Access final rule—a federal mandate aimed at increasing data transparency, digital access, and patient engagement.
Rather than approaching this as a back-end compliance project, UPMC saw an opportunity to reposition its brand, increase patient activation, and build digital stickiness with its member base.
The result: a multi-channel, behavior-driven campaign that aligned policy with personalization—and produced measurable return.
This is the story of how compliance became connection.
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The Policy Context: CMS Interoperability Final Rule
In 2021, CMS introduced its Interoperability and Patient Access rule, requiring payers and providers to give patients access to their health data through APIs, mobile apps, and digital platforms.
Key requirements included:
- Public API access to claims and encounter data
- Digital directory access to provider networks
- Real-time patient data sharing across platforms
For most organizations, this triggered a compliance sprint. But for UPMC, it was a marketing wake-up call.
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The Insight: Policy Is Not the Message—the Patient Is
UPMC’s marketing and digital strategy teams recognized that data transparency wasn’t just a federal mandate—it was a moment to reset consumer expectations.
In a post-COVID world, patients expected:
- Frictionless digital access
- On-demand health records
- App-driven communication
- Personalization in every interaction
Rather than announce new compliance features, UPMC launched a campaign grounded in what patients actually wanted: “Your Health. In Your Hands.”
This wasn’t about APIs. It was about empowerment.
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The Strategy: Audience-First Meets Policy-Driven Engagement
UPMC applied the Grow • Impact • Good (GiG) framework across the campaign lifecycle:
- GROW: Use the policy to accelerate app downloads, portal registrations, and brand loyalty
- IMPACT: Educate high-risk populations about how digital access supports better care coordination
- GOOD: Reinforce UPMC’s role as a partner in digital equity and patient-centered care
The result was a 3-phase audience-first campaign that built off behavioral insights, digital engagement, and community relevance.
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Phase 1: Digital Access Activation
Target Audience: Commercial and Medicare Advantage members with low MyUPMC portal usage
Strategy:
- Segmented audience by portal behavior, age, and chronic condition
- Served personalized email and SMS nudges to encourage portal reactivation
- Highlighted value: “See test results instantly. Message your doctor directly. Download your records when you need them.”
Results:
- 27% increase in MyUPMC logins
- 16% increase in patient-initiated secure messages
- 12% boost in app downloads in 45 days
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Phase 2: Health Equity & Digital Literacy Outreach
Target Audience: Medicaid and dual-eligible members in underserved zip codes
Strategy:
- Partnered with community organizations (churches, senior centers, food banks) to host “Digital Health Days”
- Provided one-on-one support to install and navigate the app
- Distributed multilingual printed guides and QR-coded video walkthroughs
Results:
- 3,200+ community members reached in 10 weeks
- 1,400 new MyUPMC app activations tied to in-person events
- NPS scores rose 18 points in targeted neighborhoods
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Phase 3: Provider-Network Sync
Target Audience: PCPs and specialists across the UPMC network
Strategy:
- Developed provider toolkit to align messaging about data access and digital experience
- Trained front desk and clinical staff to guide patients in downloading and using the app
- Integrated campaign touchpoints into post-visit summaries and follow-up emails
Results:
- 22% increase in provider-reported digital engagement
- 31% lift in post-visit portal activation
- Stronger internal alignment around digital-first care delivery
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The Creative Approach: Empathy Over Infrastructure
Instead of leading with compliance jargon or tech specs, UPMC built a messaging architecture around real-life moments:
- “Track your prescriptions before they run out.”
- “Know what your doctor said—even after the visit ends.”
- “Get your test results on your schedule, not someone else’s.”
Visuals focused on:
- Parents managing kids’ care
- Seniors accessing prescriptions
- Young adults comparing costs and finding providers on the go
Each asset was optimized for mobile, with campaign CTAs driving to a simplified onboarding page.
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ROI & Outcome Metrics
UPMC’s campaign exceeded internal benchmarks and delivered measurable value across growth, engagement, and operational efficiency:
|
KPI |
Baseline |
90-Day Result |
|
MyUPMC App Downloads |
+0% |
+38% |
|
Secure Message Volume |
100% baseline |
+29% |
|
Patient Retention Rate |
83% |
90% |
|
Average Call Center Volume |
100% |
−15% |
|
Net Promoter Score |
+60 |
+76 |
Impact: Estimated $3.2M annualized savings from reduced call volume, mailing costs, and no-show rates.
Marketing Efficiency: Cost per activation was 42% lower than prior digital campaigns.
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Key Takeaways for CMOs and Growth Leaders
- Policy creates urgency. Audience-first makes it actionable. Compliance deadlines can be springboards—when strategy starts with human needs.
- Patient experience is the new growth lever. Frictionless access isn’t just convenient. It drives loyalty, retention, and ROI.
- Co-creation beats communication. UPMC didn’t talk at patients. They partnered with them.
- Integrated campaigns drive integrated outcomes. Marketing, clinical, digital, and community teams all played a role. Alignment was the multiplier.
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Need to Respond to a Policy Shift—and Drive Real ROI?
Let ab+a help you design an audience-first growth plan tailored to your system or plan. In just 15 minutes, we’ll help you:
- Identify your highest-risk opportunity zones
- Build alignment around patient connection
- Turn policy into brand momentum
