Preventative Care of Chronic Diseases
July 2021 to December 2022How might we make Oncosalud's offerings more tangible and valuable for its clients, while maintaining cost efficiency for the company?
Oncosalud's insurance and clinics, known for its focus on preventive oncological screening, was facing new challenges based on its increasing churn rates attributed to the intangible value experienced by its clients and the rising of competing insurances offering similar coverage.
With the goal to secure its market position and reduce its churn rate, we aimed to set Oncosalud apart by leveraging its reputation as a leading preventive care provider and insurer for chronic illnesses. This led to the creation of the initiative, "Preventive Care for Chronic Illnesses," aimed at not only differentiating Oncosalud but also guiding clients toward healthier lifestyles while effectively managing the main preventive chronic illnesses in Perú, such as diabetes, hypertension, obesity, and beyond.
Challenge
Oncosalud's insurance, known for its preventive oncological screening, activates its benefits solely upon diagnosis and subsequently a treatment within its clinics. However, rising churn rates arised from the intangible value experienced by healthy clients and competing insurances offering similar coverage.
Solution
After concluding which were the preventable chronic illnesses that were most common between our users, the most expensive ones for all the stakeholders involved and, furthermore, the ones that we could screen with an scalable digital product is that we landed with the following online testings:
Healthy Living Test
Based on lifestyle and genetic predisposition (hereditary genomes) we were able to tell the user if their current way of living was increasing the probability of one of the 7 chronic illnesses we were managing, being the most common: cancer based on genetic predisposition, cancer based on tobacco consumption and hypertension. All of these represent 85% of all the surveyed population.
Feminine Health Test
Based on the healthy functioning of the female reproductive organism, the test was able to cater to the concerns and interest of the surveyed population like a lifestyle risk for pregnancy only for people interested in bearing a child.
Key Results
Increased a 26 percentage point in early oncological risk assessments through the promotion of early screenings based on users’ Health Risk Assessments.
Achieved an 11 percentage point increase over the average persistence in preventive care initiatives.
Enhanced the frequency and quality of health data collection for Auna’s users. Thanks to these Health Risk Assessments, our database remained up-to-date, as the assessments were conducted annually.