95% of Hallmark cards get opened versus 35% of other direct mail formats.
source: Hallmark Consumer Insights Study
Hallmark has solutions for health plans.
Hallmark cards are proven to increase quality scores for STARS, CAHPS, HEDIS, and HOS, while also improving member satisfaction, loyalty, and retention.
Want relationships that grow and last? Hallmark can help.
Brands like these appreciate the power of a Hallmark card.
Increase CAHPS Scores
Leverage that “feel good” feeling of receiving a personalized Hallmark card to make a meaningful connection with your members and increase your survey results.
89% of Hallmark card recipients give the highest satisfaction rating on surveys.
SOURCE: Health Plan-reported results
- Client Reported Results
One of our clients that fields 5,000 calls a day reported that 89% of Hallmark card recipients give the highest satisfaction rating on surveys.
Hallmark cards are designed to evoke strong emotional responses, enhancing the personal connection between health plans and their members. You can also include an insert with information as a powerful tool to educate members about healthcare services and improve CAHPS outcomes.
Enrich member experience by delivering Hallmark cards in February before the CAHPS surveys begin.
Hallmark cards are proven to close gaps and increase HEDIS scores.
HEDIS measures represent 25% of the weighting in Medicare Star Ratings, indicating a growing reliance on HEDIS data for star rating calculations.
"After we switched from a letter to a Hallmark greeting card our mammogram completion rates jumped from 5% to 44%."
- Client Reported Results
Hallmark cards can be personalized to each member with variable references to their unique, specific case.
By analyzing HEDIS data, health plans are able to pinpoint areas where care could be improved, such as preventive screenings or chronic disease management, and implement targeted interventions like mailing Hallmark cards to close care gaps.
Optimize HOS Results
Since CMS has triple weighted the Medicare Health Outcomes Survey (HOS) in calculating overall Star Ratings, it’s now more important to engage with members during July before the annual survey begins.
For health plans, HOS will typically focus on patient/member-reported outcomes related to their physical and mental health, including aspects like functional ability, quality of life, and satisfaction with care. Because of their high mail-open-rate, Hallmark cards are an optimal medium to remind members of all your health plan offers in these key measurable categories.
Arriving in-home just before the HOS surveys, Hallmark cards help remind members about their health plan’s support with fall prevention, urinary incontinence, and staying physically active.
Invite members to scan a QR code, enter a URL, or call for more information. Drive members to digital assets like videos for education, or to register for webinars.
Integrating the Health Equity Index (HEI)
HEI will account for roughly 10% of a Medicare Advantage plan's overall Star Rating, impacting the rating significantly and influencing bonus payments from CMS; this change is expected to take full effect in 2027.
Hallmark cards can build genuine emotional connections with non-white and lower-income members.
Meet members where they are. Communicate in their language, celebrate important cultural moments, and strengthen the emotional connection.
Trust is paramount to health plan members, as it directly influences their willingness to engage with their plan, seek necessary care, and follow treatment recommendations. Hallmark is one of the most trusted brands in the US, especially with an evolving population of MA-eligible seniors.
Retention is crucial because competition has doubled during the past 5 years, with some markets offering Medicare Advantage from more than 40 health plans.
From their longitudinal study spanning 5 years, a national carrier using more than 10 million Hallmark cards annually, reported that Hallmark card recipients have a 16% higher retention rate compared with non-Hallmark card recipients.
Most common member engagement touchpoints for Hallmark greeting cards include Welcome, OEP, Birthday, Pre-AEP, Thanksgiving
Tenure plays a significant role in a member’s likelihood to switch health plans. According to Deft Research, a member that has been with a health plan less than 6 months is five times more likely to switch than a member with a 5+ year tenure.
From the Deft Research Study MA Shopping and Switching During AEP it was reported that of all members that shopped during AEP, 49% did their shopping between November 15th and December 5th. With 3 weeks remaining in AEP, mailing a personalized Hallmark Thanksgiving card improves retention.
Increase conversion rates from commercial members to Medicare Advantage. Clients using Hallmark cards have seen up to a 70% conversion rate.
Hallmark Custom Wellness Calendars for Members
Members value Hallmark wall calendars from their health plan; and use them throughout the entire year.
Favorably Impact Stars, CAHPS, HEDIS, HOS, Retention
Get your health plan brand in front of members all year long.
Customize member messages EACH month that align with your annual member monthly communication strategy
Seniors love this wall calendar for recording their doctor appointments and remembering important dates
Hallmark has solutions for health plans.
Break Through
Hallmark’s trusted brand and iconic greeting cards are a proven way for health plans to build lasting connections with members, with 95% of Hallmark cards opened—far surpassing traditional direct mail rates. By leveraging Hallmark's emotional impact and personalization features, health plans can enhance member loyalty and retention.
Care
Hallmark has a print-on-demand solution for your call center reps and clinical care managers. Surprise and delight your members and connect with them emotionally by mailing personalized Hallmark greeting cards 1:1 from your call center reps or case managers. This leads to improved CX, increased CAHPS scores, and improved retention.
89% of Hallmark card recipients give the highest satisfaction rating on surveys.
source: Health Plan-reported results
Real stories. Real clients. Real results.
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