Ro increases acquisition by +25% with Insurance Checker

Challenge

When GLP-1s took the market by storm, all branded medication options from Novo Nordisk and Eli Lilly were very expensive for patients (upwards of $1,000 or more). Patients who had some form of insurance wanted at least the opportunity to see if they could get coverage for meds; however, they were blocked from doing so until they signed up for Ro’s Body Program, which came with benefits verification support.

Discovery & Approach

I analyzed data that showed patients who had insurance, whether they were ultimately covered or not, had a high propensity to stick with weight loss treatment after starting. Thus, we aimed to lower the barrier for these patients and deliver value ASAP to show why Ro was the right platform for them.

I led efforts to productize our benefits verification process and move the service to the top-of-funnel, allowing patients with insurance to do a free, instant check on their coverage to determine what next steps made the most sense for them.

Result

Although Ro had no control over the ultimate decision of insurance plans, the Insurance Checker provided patients value early on, enabling Ro to earn patients’ trust and give them the information required to make a confident treatment decision going forward, which led to an overall 25% increase in new patient acquisition into the Body Program.