Part 3: Building the Signal-First Care Funnel — Turning Insight Into Impact

How Health Systems and Health Plans Can Operationalize Real-Time Signals

Recap: From Messages to Signals

In Part 1, we explained why the old marketing and outreach model is breaking. In Part 2, we introduced the power of real-time, individual-driven signals.

Now, in Part 3, we show you how to build with them.

The Big Idea: Signals Should Power the Entire Funnel

Acquisition, engagement, and retention used to be separate. Each had their own team, goals, and budgets.

But with real-time signals, they can become a single continuous cycle:

Signal → Action → Care → Feedback → Loyalty

Think of it as a flywheel:

1. A person scans.
2. The system detects early risk.
3. Outreach is triggered.
4. Personalized support is offered.
5. They stay connected.

Now you’re not starting from scratch each time. You’re building momentum.

Real Example: Using Signals to Acquire New Members

Context:

A Medicaid plan in the Midwest ran a community scan campaign in partnership with local employers.

What Happened:

• Over 6,000 individuals scanned
• 2,300 showed pre-chronic trends
• They received outreach with free enrollment help and coaching access
• Over 1,100 enrolled in the plan

Why It Worked:

Because people didn’t join just for coverage — they joined for connection. They felt seen. And that made all the difference.

Signal-First Funnel Breakdown

Let’s build the new funnel, step by step:

• Acquisition

1. • Old Way: Buy impressions, target by zip code
   • New Way: Use scanning events, digital opt-ins, or partnerships to generate real-time biological interest

Key Tactic: Offer a free metabolic or wellness scan. Let the signal create the first touchpoint.

• Engagement

1. • Old Way: Send emails and portal reminders
   • New Way: Trigger messages based on health trends (“You’re trending toward pre-diabetes”)

Key Tactic: Use signal scorecards to segment messaging and interventions

• Activation

1. • Old Way: Promote screenings or annual checkups
   • New Way: Link the scan trend to a next-best action (virtual visit, coaching, etc.)

Key Tactic: Build workflows that match rising risk to scalable service lines

• Retention

1. • Old Way: Hope they stay
   • New Way: Signals generate ongoing conversation and trust

Key Tactic: Offer re-scans, insights, or progress reports every 30–60 days

Quick Visual: Signal-First Funnel

Funnel Stage	Input	Signal Trigger	Action	ROI Outcome
Acquisition	Scan	Metabolic risk flagged	Enrollment offer	<$10 per member
Engagement	Daily trend	Risk trending worse	Personalized nudge	5x CTR vs email
Activation	Scan + response	Confirmed rising risk	Coaching or PCP referral	40% conversion
Retention	Ongoing scan	Progress or regression	Recheck or outreach	3x LTV

 

The Tech Stack You’ll Need (But Keep It Light)

You don’t need to rip out your CRM or rebuild the EHR. Here’s what enables a signal-first model:

• Signal Source: Smartphone scan, wearable, or biometric check
• Rules Engine: Matches signal to action (e.g. high BP → nudge + PCP visit)
• Engagement Layer: Text, app, or call center outreach
• Feedback Loop: Keeps member in sync — retest, re-engage, rescore

Bonus: You can plug this into existing Salesforce, Care Management, or Medicaid DAP systems.

Case Study: Reducing Avoidable ER Use with Signals

Pilot:

A Southern health system layered scan-based trend detection into its urgent care network.

Result:

• 890 people scanned while waiting for urgent visits
• 212 flagged for early cardiovascular risk
• 143 accepted same-day coaching
• 87 converted into cardiology pathway instead of ER use

Net Savings:

• $742K in avoided ER downstream cost
• $12.50 per scan investment

Signals didn’t just reduce cost. They redirected care.

Start Small, Scale Smart

You don’t have to launch a national program tomorrow. Here’s a simple crawl-walk-run model:

Crawl:

• Offer opt-in health scan on web or in community
• Route flagged trends to care coordinator or chatbot

Walk:

• Add rules-based outreach automation for flagged conditions
• Connect to coaching or virtual care

Run:

• Integrate into population health & risk contracts
• Use for quality measures, RAF scoring, retention modeling

Coming in Part 4:

• Advanced Use Cases (Maternal health, Behavioral health, Social risk targeting)
  
• Using Signals to Drive Value-Based Revenue
• Marketing Reimagined: Campaigns That React to Biology
• Compliance, Consent, and Trust at Scale

When the signal comes from the person, everything gets easier — and everyone gets healthier.