30% Engagement Rates Aren’t a Benchmark. They’re a Failure.

30% engagement rates aren’t a benchmark. They’re a failure.

When fewer than 1 in 3 members complete a Health Risk Assessment or schedule a PCP visit, that’s not just a RAF accuracy problem — we’re leaving the majority of members behind.

What’s driving it? Most risk-bearing entities evaluate engagement through a transactional lens. Cost per touch. Response rate. Short-cycle ROI. That math will always justify doing less.

Flip the lens to Customer Lifetime Value and the math changes completely.

A CLV perspective recognizes that a member who completes an HRA today is more likely to close care gaps tomorrow, stay healthier next year, and remain enrolled for years beyond that. The downstream value — accurate risk scores, lower medical costs, improved outcomes, higher satisfaction — compounds over time.

That changes the investment thesis. Instead of optimizing for cost-per-contact, you invest in ensuring every member is found, understood, and guided into the right engagement path.

• Found — because you can’t engage someone you can’t reach.
• Understood — because a 74-year-old with three chronic conditions and no internet needs a different approach than a 65-year-old on their first MA plan.
• Guided — because the right channel, message, and timing turns a non-responder into an active participant in their own care.

The result? Engagement rates that actually move. Waste that drops. Members who feel seen — not spammed.

Stop measuring engagement like a transaction. Start investing in it like a relationship.

Need help building a CLV case to take to your CFO? Let’s talk.