A large electric IOU was concerned that many of its customers who are medically reliant on electricity were unaware of a Utility Medical Assistance Program it developed to provide lower billing rates and extra advance notifications when a power outage is planned—a common occurrence due to wildfires in this region. Our client also believed potential members were inadvertently being “filtered out” of this potentially life-saving program by the requirements of the application process.
Escalent conducted qualitative studies with current, former, and prospective members as well as healthcare professionals (HCPs) in the utility’s territory. We identified several enrollment barriers including a misunderstanding of program requirements and the requirement to obtain a doctor’s signature to enroll. We then followed up with a quantitative study which revealed:
Based on Escalent’s research insights, the utility made the following changes which doubled enrollment within one year:
Through ongoing research, our client continues to improve enrollment in this life-saving program.