Next-Level Engagement: The Power of
Clustering-Based Content Recommendations

  • November 11, 2021
  • 1:00 PM – 2:00 PM ET
  • Online

Holding the attention of today’s consumers is becoming increasingly difficult. The distractions are everywhere in this hyperconnected world—email, desktop pings, smartphone notifications, Facebook, Twitter—and on and on. No wonder a study by Microsoft found the human attention span is now a mere eight seconds.

This impatient demand for fast, easy access to information is making it more difficult for health insurance providers to communicate with their members and build stronger, more loyal relationships. In this webinar, Onlife Health will take an in-depth look at clustering-based content recommendations, which has a proven track record of significantly improving engagement by revealing engagement insights and delivering specific, relevant content to both Commercial and Medicare Advantage populations.

The webinar will provide a step-by-step overview of the process used to create five clusters, (personas) based on Social Determinants of Health (SDoH), using publicly available data from U.S. Census tracts. It will then discuss how this information was leveraged to provide more customized content to members. The webinar will also show how personas can be used to reveal multiple engagement insights (preferred channels of communication, gaps in care, behavioral tendencies such as goal setting, connecting to fitness devices, etc.) and how this information can be applied to increase engagement. Instead of talking about engagement in theoretical terms, the webinar will present proven real-world engagement results generated by this creation of personas through data analytics.

Attendees will learn:

  • How critically important it is for health insurance providers to proactively engage with their members in order to build stronger relationships that improve brand loyalty.
  • How personas based on SDoH can be leveraged to prioritize specific customized content to address a member’s most urgent health issues, including vaccine hesitancy.
  • How six Medicare Advantage personas and six Commercial personas provided valuable engagement insights and identified gaps in care.


Catherine Bass, PhD
Sr. Director of Informatics & Innovation
Onlife Health

Dr. Bass serves as the Senior Director of Informatics & Innovation at Onlife Health. Her areas of responsibility include data science, advanced analytics, reporting and research. She holds a Ph.D. in Health and Human Performance with an emphasis in Health Promotion and has 20 years of experience in the health and wellness industry, including a national award from the Center for Disease Control and Prevention for innovations in healthy behavior data collection.

Her areas of expertise include measurement, incentive design, program planning and health behavior theory. Dr. Bass has authored articles for peer-reviewed and trade journals, speaks at industry conferences, holds adjunct faculty positions at several universities and is active in the data and technology industry in Nashville.

Erica Zuhr, PhD
Director of Advanced Analytics
Onlife Health

Dr. Zuhr has more than 10 years of experience in data science, data analysis, and applied mathematics. She holds a key role, providing guidance on our data science strategy. Her responsibilities include using artificial intelligence techniques to drive the personalization experience for our members, enhance the dynamic nature of our portal and find ways to improve operational efficiencies using machine learning models.

She is versed in many types of data including eligibility, medical and pharmacy claims data and mines data from open sources, including structured and unstructured data sets. Her work has been featured at industry conferences, been published in peer-reviewed journals and she was recognized by the CDC as a member of an award-winning team for innovations in healthy behavior data collection.

Prior to joining Onlife, Zuhr held a Lead Scientist role at Booz Allen Hamilton and was a professor at High Point University.