Personalizing Patient Pay

Scaling a proven model

Code Yellow proved that personalized communications moved the needle for one client. The next challenge was scaling that approach across 12 health systems, figuring out what translated universally and what needed to flex per client.

Validating the personalization strategy

I led a team of 3 designers to run 18+ A/B tests across the payment funnel, organized around two tracks: convenience for small balances, and affordability for large ones. Each experiment had a clear hypothesis and a shared metric: collections rate.

Adapting to client constraints

Scaling exposed new complexity. The flexible payment options email performed well across most clients but underperformed for one. Digging in, I found their limited payment plan rules were the root cause. This led to documented payment plan guardrails and a client sensitivity framework so the team could design with confidence across different health system constraints.

Getting closer to patients

I ran a workshop with clients to pressure test our cohort assumptions. We'd started with broad segments like balance size and insurance status. The workshop surfaced more nuanced profiles, like Staffers, who had distinct trust barriers that comms weren't addressing.

Building toward designer-led programs

I'm now leading the Staffer initiative end-to-end, no PM. It's an experiment in how designers can operate at Cedar to adapt to the changing tech industry.