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©2017 Envolve, Inc. All rights reserved. For internal use only. Do not distribute. August 2017 EnvolvePeopleCare.com EnvolvePeopleCare.com Member Engagement Blueprint: Four Methods to Connect, Engage, and Empower Your Community

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Page 1: Four Methods to Connect, Engage, and Empower Your Communityenvolvepeoplecare.com/wp-content/uploads/2017/09/HealthPlan-Blu… · explore four ways to engage your members to keep them

©2017 Envolve, Inc. All rights reserved. For internal use only. Do not distribute. August 2017

EnvolvePeopleCare.comEnvolvePeopleCare.com

Member Engagement Blueprint:

Four Methods to Connect, Engage, and Empower Your Community

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©2017 Envolve, Inc. All rights reserved. For internal use only. Do not distribute. August 20172

Four Methods to Connect, Engage, and Empower Your Community

Consumerism is a growing trend throughout all industries and one to which the health insurance market is not immune. The voice of the consumer has become increasingly more powerful and many members now have the ease and ability to health plan hop. While some Medicaid members are assigned a health plan or have limited options currently, the atmosphere suggests this could soon change. According to a survey of 2,500 health plan members conducted by Porter Research1, respondents “clearly indicated that health plans must quickly tune their offerings and provide service levels that match or exceed the expectations of their members, or risk losing those members to their competitors in today’s new, consumer-oriented marketplace.”

The plethora of information at consumers’ fingertips, coupled with increasing consumer empowerment, me ans it’s important to stay on top of trends to meet and exceed your members’ needs. The big question is, how can you keep your members engaged and satisfied with your health plan? Here we will explore four ways to engage your members to keep them happy and healthy.

Improving communications through health

literacy

Motivating members through incentives

backed by a behavior change strategy

Using motivational interviewing to

empower members

Supporting goal setting

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Health LiteracyHealth literacy isn’t only about whether or not a person can understand the words on a page. It also has to do with whether or not a person can understand essential numbers such as their blood sugar or cholesterol levels. Numeracy skills involve the understanding of charts and graphs, measurements, time, and other concepts not easily measured in a person’s reading level. Health literacy also requires the ability to understand and communicate information about health and healthcare services in order to make decisions about often serious health matters that affect individuals and families. When a member can’t make informed decisions regarding his/her healthcare, the costs of low health literacy will continue to grow.

Improving Communication Through Health Literacy

There is a clear relationship between health literacy and health outcomes.4 A few of the key findings demonstrate how poor health literacy levels correlate with poor health. Those with low literacy levels are more likely to:

> Skip preventive health screenings

> Have a chronic illness and not know how to manage it effectively

> Have high number of preventable hospital admissions and ED visits

> Have higher healthcare costs because funds are used to treat health complications rather than prevent them

> Have psychological issues related to shame of not being able to interpret information properly

The limited proficiency of low health literacy demonstrates that health literacy is more than just a buzzword — health literacy describes a very real problem.

Only about 1 in 10 of U.S. adults have “proficient” health literacy.2

- National Center for Education StatisticsLow health literacy costs the nation an estimated $238 billion a year through unnecessary utilization, noncompliance, poor navigation of the healthcare system, negative health outcomes, and more.3

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ReadabilityReadability is a component of health literacy efforts that garners a great deal of attention. It’s often used to mean that a piece of literature is at a reading level understood by students associated with a particular school grade level. The idea that grade levels like elementary, middle, or high school can directly correspond to adults’ reading levels of health information is misguided. Although the document may satisfy a grade-level-based scoring system, it does not ensure the ability of the reader to understand the content.

Most tools measuring text complexity were designed by education experts for children’s reading materials and none were designed to measure consumer health information intended for adult readers. For example, the Flesch Reading Ease and Flesch-Kincaid scales are built into Microsoft Word’s readability statistics but they are not the only text-leveling tools out there and are not the scales recommended by most health literacy experts.

Computer-based grade level measurements for text are also imprecise because they analyze the number of syllables and correlates those with level of difficulty. Does the number of syllables in a word truly make a word “hard” versus “easy”? And does a 50-year-old who has had diabetes since the age of 10 really find the words diabetes and insulin completely unfamiliar? Unfortunately, that is the way readability indexes, especially computer-based ones, work.

Content, Language, and Writing Style

Learning, Stimulation, and Motivation

Layout, Typography, and Images

Awareness of Intended Audience Needs

Test Your Message

Health Literacy Tools and ChecklistWith research-based recommendations and best practices for the creation and assessment of consumer-facing health materials, the health literacy tools and checklist ensures content is clearly written, effectively presented, and actionable. It also takes into account the fact that a member’s amount of schooling does not always correlate to his or her health literacy: low health literacy affects people of all education levels.

Finally, the checklist aligns with Envolve PeopleCare’s™ philosophy of considering a person’s health status and life barriers to deliver personalized education, guidance, and support to help them achieve positive, lasting lifestyle changes.

The Health Literacy Checklist can be divided into five main categories:

1. Content, Language, and Writing Style

2. Learning, Stimulation, and Motivation

3. Layout, Typography, and Images

4. Awareness of Intended Audience Needs

5. Test Your Message

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Let’s dive deeper into tips and tools included in this checklist that you can utilize to better serve your members.

1. CONTENT, LANGUAGE, AND WRITING STYLEUse this category in the checklist to ensure that to-the-point content, plain language and easy-to-understand grammar are used in materials. Ask yourself these questions:

> Is the vocabulary used throughout common words?

> If difficult words are used, are they well defined?

> Are sentences structured for easy understanding of context and categories?

It’s important to use words that readers will understand. An article about hypertension, for instance, needs to make clear that the condition being discussed is the same thing as “high blood pressure.” On the other hand, some tough words are vital for people to know. A lot of diabetes terms, for instance are going to be difficult or unfamiliar at first or second glance. That includes words such as insulin, glucose or ketones. But members with diabetes need to know what those words mean.

Sentence structure helps readers file new information. Some less-confident readers may have trouble grasping the key message of a sentence.

Instead of “Milk, yogurt, and cheese are good sources of calcium.” Put the context of the message first: “Good sources of calcium include milk, yogurt, and cheese.”

It’s as if the information is going to be put into a filing cabinet. The reader knows the drawer is “calcium,” and then the folders inside it are “milk, yogurt, and cheese.”

2. LEARNING, STIMULATION, MOTIVATIONUse this category to ensure the focus on the importance of member learning, stimulation, and motivation are part of member communications. It helps guide the creation of material that engages and involves members on their journey toward better health.

Ask yourself this question:

> Is there a call for the reader to interact with the material?

Research shows that when a person is instructed to write, say, show, or do something in response to new information, they are much more likely to recall the information. A person might be asked to list what they should do and who to call when asthma symptoms act up. A person might be given a chart listing some specific, small steps they can take toward a larger goal, like getting more exercise. Even something as simple as providing a spot for a person to write his or her name on a booklet will work.

Write Down Your Goals:

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3. LAYOUT, TYPOGRAPHY, IMAGESUse this category to ensure layout, typography and images follow best practices for the layout and design of written materials to ensure readers comprehend the information and engage with the content.

Ask yourself this question:

> Is the layout clean, simple, and easy to follow?

Many of the design guidelines follow common sense: If there is an image that goes along with a newsletter article, it should be on the same page as the article it accompanies; text should flow consistently through columns from left to right; any boxes with additional information should appear near the information they are meant to assist with; fonts and text size should be selected with utmost attention to easy reading. Most of the design guidelines for creating health literate materials can be explained by one research finding: if the material looks hard to read, people tend to think whatever is being described is hard to do.

4. AWARENESS OF INTENDED AUDIENCE NEEDSUse this category to ensure materials are relevant and useful. This category includes the need for health communications to be culturally competent and includes principles from the field of usability.

Ask yourself this question:

> Have the authors anticipated and addressed the main questions readers may have?

Asking yourself a few quick questions early on in the development of a written product can highlight the areas where problems might be found and where more research or more testing can be useful. When it comes to health information, it helps to know that the material is relevant and useful to your readers, that the language can be understood, and that readers know what to do with it.

A BMI chart is not useful if the first question asked by readers is, “What is a BMI?” You then know it’s necessary to explain to readers what body mass index is and how to calculate it.

5. TEST YOUR MESSAGEWhen it comes to consumer health materials, testing your message is perhaps the best way to make sure content meets your audience’s information needs and wants. Testing materials, and then optimizing the message-based on an analysis of the results, is part of our commitment to health literacy.

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For example, you might want to test your subject line in an email:

“Earn $200 When You Complete Your Screening”

vs.

“Avoid Losing $200 – Complete Your Screening”

At Envolve PeopleCare we are consistently testing similar subject lines. Consequently, our findings correlate with the behavioral economics research that subject lines with a loss message produce open rates up to 24% higher (and click rates up to 51% higher) than subject lines with a gain message.

From this, we can implement a loss aversion strategy for our incentive messages. In general these messages are compelling to our audience, but it’s important to verify that the specific language used is effective. A loss message won’t work in every scenario, but when it does it can be powerful.

Real impact. Read how we helped a member with our Nurse Advice Line program.

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Now that you are able to message your health communications in a way your members are able to comprehend, how do you motivate them to act? Health plans can use incentives to promote care gap closures (e.g., filling medications) that will ideally lead to sustained health behavior change and ultimately lower health care costs.

Evidence suggests that incentives are most effective in promoting engagement and participation in one-time program components including health risk assessments, biometric screenings, and annual flu shots. In this section, you’ll learn how to appropriately and strategically use incentives to motivate and drive behavior change.

Types of Incentives > Participation-based incentives – used to reward people for fulfilling other

program components, for instance, completing a series of health coaching sessions, regardless of behavioral or biometric changes.

> Progress-based incentives – used to reward people for making meaningful progress toward specific health goals such as reducing blood pressure.

> Outcomes-based incentives – used to reward people for achieving a health standard-based on specific health outcomes, like cotinine-validated tobacco abstinence.

Incentive denominations can take the form of points, credits, percentage completion, raffle entries, dollars, or other appropriate monetary units. In 2014, our Engagement Marketing team reviewed member data across our employer book of business and found that dollars are more effective than points when it comes to driving program participation. This may be, in part, because monetary units like dollars carry an intuitive value, whereas the value of points may be harder to decipher.

What Works and What Doesn’t?With so many choices, it can be difficult to determine the best incentives to use. Our evidence-based research will help guide you when narrowing down what works and what doesn’t when it comes to incentives.

Motivating Members Through Incentives Backed by Behavior Change Strategy

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1. KNOW YOUR AUDIENCE.Incentives and program elements are perceived differently by members with different educational, economic, and cultural backgrounds. So while wellness programs might have a blanket monetary incentive to generate program interest, you can also provide programming tailored to specific subpopulations within the program. This can be particularly effective if proper evaluation is done upfront to understand what will motivate your audience and if subpopulations exist within your population that require tailored programming.

Given the different preferences of multiple audiences and the various effectiveness of incentives for these audiences, we suggest surveying your members upfront to understand their preferences and then evaluating the program at the end of the year to provide important insights for effective incentive selection. Wherever possible, offer flexible incentive designs that provide equitable rewards but allow for different incentive types.

For example, if you are working with an economically-diverse population you may want to consider the following:

> Make rewards attractive, frequent, meaningful, highly significant, and salient particularly when incenting complex behaviors.

> Eliminate barriers to participation. Cash incentives and small lottery-based incentives to offset travel or other costs associated with wellness activities are particularly effective.

> Consider a tiered incentive approach to incent enrollment, engagement, progress, and ultimately, outcomes.

> Use positive incentives that reduce the cost of wellness services over punitive incentives.

> Design the incentive structure and redemption process to be simple. Incentives should be delivered as immediately as possible; ideally, provide rewards at the time the behavior is completed. Systems should provide prompt and automated feedback to members.

2. TAILOR THE INCENTIVE (OR BETTER YET, INDIVIDUALIZE IT!).Developing incentive structures that can be individualized is a particularly effective approach to take in insurance-provided wellness programs. For incentives to be effective, they must provide rewards that are meaningful and relevant to the recipient.5

In insurance-provided wellness programs, some members may prefer premium reductions, whereas others would be more motivated to earn dollars or points that can be used on qualified health expenses including office visits or prescriptions.

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Allowing members to select the reward types that are most relevant from a limited choice set will increase program participation and, potentially, health behavior change. Although an individualized approach will take some work on the front end to ensure that the differing incentive types offered are equivalent, ultimately an individualized approach takes the speculation out of choosing the best catch-all incentive for large and diverse populations and can improve engagement with wellness programs as well as satisfaction. When individuals are provided with an abbreviated menu of options from which to choose for their incentives, they are more likely to feel as though the program meets their needs, goals and values as an individual.

3. MAKE IT IMMEDIATE.Did you know that behavioral economics research shows that people place more importance on the present over the future?6 This is what drives and sustains unhealthy behaviors. Alleviating nicotine withdrawal by smoking a cigarette, or sitting on the couch rather than going out for a walk, all provide immediate gratification. Making changes to these behaviors now, instead of later, is one of the inherent challenges to programs attempting to facilitate health behavior change.

So, an incentive program that asks for year-round behavior change but provides an incentive at the end of the year may not be as effective. The immediacy of the incentive or disincentive is critical for program effectiveness.

4. “FOLLOW THE LEADER” AND PILOT TEST INCENTIVE AMOUNTS.Not much is known regarding ideal incentive amounts or what amounts are appropriate for which wellness-related behaviors. As noted before, the value of an incentive varies by individuals and other factors such as income.

For example, financial incentives can produce modest changes in some behaviors — particularly those that must only be executed on a limited basis (e.g., yearly flu shots, health risk assessments, etc.)

Even less is known about the role of incentive amounts in sustaining complex behaviors, for instance healthy eating and regular physical activity. Creating a system in which members are largely reliant on incentives to maintain health behaviors is an economically unsustainable model.

When it comes to incentive amounts and values, our incentive management platform’s flexibility is capable of handling any structure imaginable. We’ll work with you to create and implement your unique incentive structure that’s accessible to members both online and via mobile.

If you are not incenticizing activities, that’s OK too. Our team of expert public health professionals can help you create an incentive structure custom to best motivate your member population.

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Do This, Not That

DO offer different financial incentives for different types of wellness activities. Modest incentives for one-time activities, like health risk assessments and biometric screenings, can support engagement in behavioral areas where ongoing, daily behavior is not required. Offering incentives for participation in activities such as coaching and online, self-paced programs can support individuals in working toward behavior change without creating the types of contingencies that may interfere with long-term behavior change.

DO engage your program members in the design of incentive structures and wellness program offerings. Through surveys, in-depth interviews, and focus groups — individuals have an opportunity to have a voice in what is incented, how incentives are delivered, and what programs are included in wellness offerings. Be sure to conduct a formal program evaluation annually with analysis and recommendations for the year ahead to guide modifications to the incentive design and the wellness program as a whole.

DON’T:DON’T assume incentives will singlehandedly attract and retain members. Successful wellness programs incorporate evidence-based behavior change strategies that support sustained behavior change. Wellness programs are more successful when they are embedded within a culture of wellness that is supported by company leadership from the top down or, in the case of insurance plans, a focus on wellness that is infused throughout insurance offerings.

DON’T create complicated incentive structures. Individuals can become overwhelmed and confused by complex incentive designs with added dependencies (think iterative gateway activities), different thresholds of rewards and other intricacies. Keep the incentive design straightforward and easy to understand so it feels approachable.

DON’T expect change to occur all at once. Health behavior change is challenging and complex, often requiring iterative attempts before habits stick. Wellness programs that set realistic expectations will have much more staying power when it comes to engagement, participation, and outcomes. Further, when wellness programs have built-in resources to deal with the trial-and-error nature of health behavior change, users have a greater chance of returning to those wellness programs after set-backs — which makes sustained behavior change more probable in the long term.

DO:

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Now that you are able to appropriately use incentives to drive change, what are other tactics to motivate long-term change? Self-efficacy, also known as perceived competence, is a cornerstone of many health behavior change theories. By the time Envolve PeopleCare engages with an individual, he or she has likely had repeated experiences of failing to sustain a positive change. While this is a normal part of the behavior change process, the repeated experience can erode self-confidence.

Enhancing self-efficacy is critical to successfully initiating, maintaining, and often re-initiating the behavior change process. Our health coaches support, encourage, educate, and inspire people with chronic conditions or those with lifestyle goals to take stock in their health, change their lives for the better, and become active self-managers of their health. Envolve PeopleCare incorporates Motivational Interviewing (MI) techniques when interacting with members to encourage better conversations and optimal outcomes. In this section, you will explore the Motivational Interviewing approach.

What is Motivational Interviewing (MI)?Motivational Interviewing is a collaborative conversation that is used to strengthen a member’s motivation and commitment to change through a person-centered, non-judgmental and empathetic discussion.

The overall goal of MI is to help members resolve their ambivalence about changing their behavior, without evoking resistance to change.

The MI model used by our health coaches differs from that of the traditional medical model approach in a few key areas. Whereas the traditional approach uses confrontation, education, and authority in an attempt to promote change in the members, the MI approach focuses on collaboration, evocation, and autonomy when discussing care options.

Using Motivational Interviewing to Empower Members

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CONFRONTATION VS. COLLABORATIONConfrontation: Making someone feel bad or guilty for what they did or didn’t do, and potentially pointing out flaws

vs.

Collaboration: Working in partnership, the interpersonal process is a “meeting of aspirations, which frequently differ”

EDUCATING VS. EVOCATIONEducating: Providing education without listening for what is needed, like a teacher in a classroom talking to students; not taking into consideration that the member has education about their own lives

vs.

Evocation: Listening more than telling or asking, eliciting, and drawing out the member’s innate insight and wisdom

AUTHORITY VS. AUTONOMYAuthority: Being an all-knowing resource-based upon our education and credentials

vs.

Autonomy: Understanding and respecting that responsibility for change is the member and the member’s alone – period.

In the traditional approach, change is motivated by discomfort. This approach believed if you made people feel bad or guilty about their behaviors, they would change their actions and they would need to hit “rock bottom” to change. With the MI approach, it is assumed that people are ambivalent about change and often continue their behavior because of this ambivalence. The motivation for change can be facilitated by an accepting, empowering, and safe environment.

Traditional: Do you have any health issues?

MI: What are some things about your health that you may want to work on?

Traditional: Do you have a safe and stable place to live?

MI: When it comes to your current living situation, what are some of the good and not-so-good things about where you live?

Traditional: Do you have someone you can turn to if you need help?

MI: Tell me a little about the people in your life who you are able to rely on.

Examples:

Benefits of MI over traditional: > The MI technique is effective across

populations and cultures so they can be applied to multiple demographics.

> More realistic expectations are set because the member is actively involved in his/her own care plan. This inclusion leads to improved adherence to treatment plans and an overall increased retention to those in the program.

Real impact. Read how we helped a member with our On.Demand program.

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Now that you know about the Motivational Interviewing approach, how can you make sure your members stay focused on their health? Behavioral science research has established a variety of empirically supported strategies that provide the guidance and structure members need to reach their health goals.

Strategies include supporting members in setting SMART (Specific, Measurable, Attainable, Realistic, Time-based) goals, providing an optimal array of choices, establishing accountability systems, and creating opportunities to self-monitor behavioral patterns while providing expert feedback on goal progression.

Why Is Goal-Setting Important?Setting SMART goals is an evidenced-based practice. SMART goals:

> Help members stay focused

> Help members overcome procrastination

> Make members more accountable

> Allow members to measure their progress

> Give members with motivation

> Build up member’s confidence

A Closer Look at the SMART Goals Framework7

> S: specific- Answers the questions of Who, What, When, Where, and How and What exactly are you expecting the outcome to be and identifies specific interventions in increments of time.

> M: measurable- Indicates intensity, frequency, and duration. How are you going to be able to evaluate if the outcome was achieved?

> A: attainable- Involves setting goals within member’s power or control that focuses on member’s current capabilities. This should consider member’s developmental and intellectual abilities, acculturation, supports, or challenges. Is the member able to reach the desired outcome at some point in time? If goals are unobtainable, or outside of the member current capabilities then everyone is set up for failure.

Supporting Goal Setting

Specific

Measurable

Attainable

Realistic

Time-based

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> R: realistic- Members can self-sabotage in an effort to please others or be compliant with outside demands then get frustrated and disengage from treatment. Is the bar set too high or too low for this member? Can the member achieve the outcome in the time allotted? What is the member’s base line? Is harm reduction realistic compared to extinguishing a behavior altogether? Ensure you are meeting the member where they are.

What is the difference between a goal being attainable and realistic? Just because the member might be able to achieve the goal (it is attainable) does not mean that it is realistic (practical) that they attempt to do so.

> T: time-based- Is there a clear time frame set for completing the goal?

We recommend not using percentages because it often is not an accurate reflection of time and can be hard to measure. It can become ambiguous for the member and less concrete. It is easier for members to judge progress with a concrete number as opposed to a percentage of the time.

Not meeting a goal in the time frame set indicates need to re-evaluate the goal with the member and adjust either the goal or the intervention accordingly.

The Best Goals: > Are collaborative

> Are not the health coach’s goals

> Need to be detailed (when, where, how, with whom)

> Need to be SMART

> Have a plan for how to work around potential barriers (guiding member to problem-solve).

Goal: I will walk for two hours every day this month.

SMART Goal: I will walk for 30 minutes three times a week this month.

Goal: I will make an appointment for an eye exam.

SMART Goal: I will make an appointment for an eye exam by the end of next week.

Example:

> Higher member engagement

> Greater adherence and improved outcomes

> Identification of barriers and successes

> Improved communication with MCO and other providers about treatment process

Reasons to Use SMART Goals:

Real impact. Read how we helped a member with our Tobacco Cessation program. .

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Citations

1 The State of the Healthcare Consumer: Health Plans and the Rise of Consumerism Market Dynamics Require New Ways of Interacting With Health Plan Members. Porter Research 2017;2. http://porterresearch.com/wordpress/wp-content/uploads/2017/03/New-Ways-of-Interacting-with-Health-Plan-Members.pdf

2National Center for Education Statistics (September 2006). The Health Literacy of America’s Adults: Results from the 2003 National Assessment of Adult Literacy. Available at: http://nces.ed.gov/pubs2006/2006483.pdf

3 Vernon, J. A., Trujillo, A, Rosenbaum, S, (2007). Low health literacy: Implications for national health policy. https://publichealth.gwu.edu/departments/healthpolicy/CHPR/downloads/LowHealthLiteracyReport10_4_07.pdf

4 U.S. Department of Health and Human Services Office of Disease Prevention and Health Promotion. Fact Sheet: Health Literacy and Health Outcomes. Retrieved on August 24, 2017 from https://health.gov/communication/literacy/quickguide/factsliteracy.htm

5 Van Busum K & Mattke S. Financial incentives: only one piece of the workplace wellness puzzle comment on “corporate wellness programs: implementation challenges in the modern American workplace.” Int J Health Policy Manag 2013;1(4): 311-2.

6 Volpp KG, Asch DA, Galvin R & Loewenstein G. Redesigning employee health incentives – lessons from behavioral economics. N Engl J Med 2011;365:388-390.

7 Doran, G. T. (1981). “There’s a S.M.A.R.T. Way to Write Management’s Goals and Objectives”, Management Review, Vol. 70, Issue 11, pp. 35-36

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Notes

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Notes

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About Envolve PeopleCareEnvolve PeopleCare focuses on individual health management through education and empowerment. Through behavioral health, nurse triage, telehealth, and health, wellness and disease guidance programs, we help transform lives.

Envolve™ is a family of health solutions, working together to make healthcare simpler, more effective and more accessible for everyone. As an agent for change in healthcare, we’re committed to transforming the health of the community, one person at a time.

Envolve represents one, integrated company with three main focus areas: Pharmacy Solutions, PeopleCare, and Benefit Options.

www.EnvolvePeopleCare.com

Acaria® Specialty Drug Solutions

Online Drug Management Tools

Analytics and Clinical Consulting

Home Delivery Services

Digital Health

Behavioral Health

Health and Life Coaching

Nurse Advice Line

Care Gap Closure Services

Foster Care Management

Employee Assistance Program

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