Abstract

Mountain Health Co-Op’s strategic partnership with Siftwell demonstrates how AI-powered precision targeting can transform member acquisition, retention and engagement, delivering extraordinary results in even the most unique healthcare markets.

Author: Siftwell Team

“The one word that really comes to mind when I look at these results is precision. Being able to target those prospective members with such accuracy and really be able to have these kinds of results and growth is really incredible.” — Dana Friede, Marketing Manager at Mountain Health Co-Op 

Remarkable Results: 243% Growth in Idaho Enrollment

 We had the opportunity to present alongside Mountain Health Co-Op and discuss our remarkable outcomes during the ACAP Member Engagement and Retention Showcase. Dana Friede (MHC Marketing Manager) and Shawn Nicholls (Founder of Synesthesia Marketing and MHC’s expert marketing vendor) shared how they leveraged Siftwell’s data insights to achieve extraordinary enrollment results: 

  • 243% growth in Idaho enrollment 
  • $1.59 million increase in premium monthly revenue (translating to roughly $19M annually) 
  • 30x+ return on marketing spend 
  • 94% of new members came from Siftwell-identified zip codes 

How They Did It: Precision Targeting + Strategic Execution

Siftwell’s solution identified a key opportunity in Idaho where they had the best rate for silver plans across the state as well as significant reach opportunities. Working with Siftwell, they created a targeted campaign that combined: 

  1. Data-Driven Targeting: Using Siftwell’s data twinning, machine learning, and causal inference to identify high-potential zip codes and member profiles 
  2. Strategic Timing: Launching after the election noise and focusing on late shoppers (Nov 11 – Dec 15) 
  3. Tailored Messaging: Creating rodeo-themed messaging based on consumer interest data 
  4. Multi-Channel Approach: Deploying across radio (7,000 spots), digital platforms, and Google ads 

Beyond Acquisition: Member Retention Success

This wasn’t the Co-Op’s first targeted marketing exercise with Siftwell. Similar techniques had been used with Mountain Health Co-Op in the past, focusing on member retention, and generated results such as: 

  • 14% lift in renewals among cohorts at high risk for churn 
  • 15% increase in post-renewal preventative service use by targeting members with value points expected to be of significant interest to them, such as covered dental and vision service reminders 
  • 13% increase in member premiums 

“Working with Siftwell has really helped to open our eyes to where we can do things better, how we can target our different demographics and markets much more effectively, and it’s really created a lot of opportunity for us,” Dana said.  

How This Approach Works Across Use Cases and Populations—Beyond Just Marketing

As Trey Sutten, CEO & Co-founder of Siftwell, emphasized during the presentation, this precise targeting methodology isn’t limited to the Idaho marketplace member enrollment growth example. The same approach can be customized for any unique population across various lines of business: 

“This exact approach that Shawn and Dana have employed, plus the data, it’s applicable to multiple lines of business. It could be commercial, Medicare, Medicaid, Marketplace… Rodeo was one of the things that we picked up on consumer preferences for the targeted geographies, but this could have easily been about cycling, motor sports, any number of different consumer behaviors.” 

The power of this approach lies in its adaptability—whether you’re looking to: 

  • Improve retention in Medicare Advantage plans 
  • Drive quality measure compliance in Medicaid populations 
  • Increase engagement with specific benefits in commercial plans 
  • Target underserved demographics in any market 

And it goes far beyond marketing. Renee Malone, Head of Client Success at Siftwell, highlighted how these same targeting methods apply across population health programs, care management, and quality improvement: 

“These same precision targeting methods are applicable across population health programs, care management performance, quality measure improvement, and care gap closure.” 

By combining healthcare operations expertise with advanced data science, the approach helps: 

  • Identify members who need specific interventions but aren’t flagged by traditional risk stratification 
  • Determine which outreach methods will resonate with different member segments 
  • Predict which benefits will create the most “stickiness” for different population cohorts 
  • Deploy resources more efficiently by focusing on high-impact opportunities 

Siftwell is Built for Action

Our partnership approach focuses on making data insights actionable: 

  • Understanding team dynamics and resources 
  • Integration with existing workflows 
  • Phased support that empowers your team 

Beyond marketing, these same precision targeting methods are applicable across: 

  • Population health programs 
  • Care management performance 
  • Quality measure improvement 
  • Care gap closure 

Curious to learn more? Schedule a demo.