Messaging Intervention to Increase Medicare Annual Wellness Visits -- The NUDGE AWV Clinical Trial

Medicare Annual Wellness Visits (AWVs) are critical for addressing preventive care needs among older adults, yet the most recent estimates from the Center for Medicare Services suggest less than 50% of eligible patients take advantage of this free healthcare benefit. Behavioral science-informed messaging interventions offer a promising strategy to increase AWV participation by guiding patient behavior. In this study, investigators will evaluate a health system initiative that utilizes personalized email and text messages to encourage Medicare beneficiaries to schedule and attend their AWVs. This approach aims to boost patient engagement in preventive health services, ultimately improving care outcomes for older adult populations

Inclusion Criteria: * Age 65 or older * Have either a mobile phone number or an email address on file with the health system * Included in and non-compliant on the Ascension AWV Clinical Priority Goal measure * Have consented to receive electronic communications from the health system Exclusion Criteria: * Patients whose primary care providers are exempted from the campaign by the health system * Completed MAWV appointment in previous 30 days * Has an upcoming AWV appointment scheduled * Have received a nudge campaign from the Clinical Transformation team in the past 90 days * Patients who have previously opted out of receiving electronic communications from the health system in our message delivery platform (Salesforce)