Closing the Last Mile: How One National Health Plan Activated 100,000 High-Risk Members for HbA1c Screening

For health plans managing diabetic and pre-diabetic populations, the hardest part isn't identifying who needs care, it's getting them to complete it. HbA1c screenings are a critical tool for managing diabetes, yet traditional outreach models consistently fall short with high-risk members who are already overwhelmed, disengaged, or distrustful of generic communications. The result: undiagnosed complications, worsening outcomes, and persistent gaps in HEDIS performance.

To address this, a national health plan partnered with Ash to launch a white-labeled, at-home HbA1c testing program targeting nearly 100,000 members with existing pre-diabetes or diabetes. Rather than relying on a static outreach model, the program was built on real-time behavioral experimentation, identifying friction points as they emerged and pivoting mid-program to drive conversions. The result was a layered activation engine that met members where they were, under a brand they already trusted.

Beyond just the numbers, the program generated actionable clinical intelligence: the vast majority of returned results were abnormal, confirming the program reached exactly the population that needed it most.

Read the full case study to see how the partnership turned one of the most challenging populations in chronic disease management into a high-engagement success, and learn how to apply this framework to your own HbA1c and diabetes care gap programs.

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