Valenz Bluebook

The healthcare landscape is notoriously confusing and overwhelming for patients. Our mission at Healthcare Bluebook is to guide members toward high-quality, affordable medical care—especially when they need it most. But getting members to actively engage with any medical platform is a significant challenge. When health issues arise, people don’t naturally think, “Let me open an app.” It’s just not part of our current healthcare behavior.

Instead, patients often follow referrals without question—assuming their doctor is sending them to the best option. However, most physicians aren’t aware of the dramatic variation in cost and quality across facilities. Many are open to referring patients elsewhere, but they simply don’t have the data or tools to do so.

Compounding the issue, only about 20% of the population accesses medical services in any given month. This means that healthcare tools, while essential, are not used frequently enough to become habitual. There’s a high barrier to consistent engagement.

That’s why we turned to a digital adoption strategy, partnering with WalkMe to help break through these behavioral and systemic challenges.

At Bluebook, we are on a mission to protect patients from overpaying for care and ensure they receive the best possible outcomes. WalkMe empowers us to deliver that value in smarter ways by:

1. Driving early and memorable engagement – so members remember to use Bluebook when care is needed.
2. Providing fast, intuitive, on-screen guidance – making it easy to navigate key moments.
3. Delivering personalized, relevant messaging – based on members’ unique healthcare journeys.
4. Providing a centralized self-service hub – which gives members an easy way to access answers to common questions, product guidance, and support resources—all in one place. This helps reduce friction and increases confidence in using Bluebook when it matters most.

We’ll detail the specific tactics used in each of these areas in the next section.

To address the complex behavioral and emotional challenges of healthcare engagement outlined in the previous section, we employed a layered digital adoption strategy centered around four key goals: building early familiarity, reducing friction, increasing personalization, and providing self-service support. Here’s how we applied WalkMe across each area:

1. Driving early and memorable engagement
When patients need medical care, opening an app isn’t the first thing on their minds—leaving them vulnerable to overpaying or choosing lower-quality care by default. So, we flipped the script by designing interactive, incentivized games using WalkMe to engage members before they need care.

We created three guided game experiences—Bluebook Trivia, The Bluebook Journey, and The Bluebook Price is Right—each with a fun theme that educates and familiarizes members with the site. These aren’t just static games—they use WalkMe trigger paths to create clickable images creating Q&A tappable interplay or allowing members to choose an avatar to take them through a medical journey scenario based on condition. This gives members a gamified feel while providing important education on why they need our product. Then the game leads members through actual platform tours that demonstrate how easily they can compare prices, find high-quality providers, and earn rewards. Each game concludes with a prompt to download our mobile app, reinforcing habit-building and ensuring anytime-anywhere access when care is eventually needed.

2. Providing fast, intuitive, on-screen guidance
Once members begin searching for care on our site, they land on pages filled with provider options, price ranges, and quality ratings. While this abundance of information is empowering, it can also feel overwhelming—especially for someone who’s anxious, rushed, or facing a big medical decision.

To simplify the experience, we created “Smart Savings Tips” using WalkMe to cut through the noise and offer clear, actionable guidance.

This WalkMe-powered feature reads the screen content and, behind the scenes, sorts facilities by cost and distance. It then highlights the closest, lowest-cost facility—presented in plain language as a personalized recommendation.

For example:
“Advanced Imaging of Port Orange is one of the best options for your Knee MRI. You’ll pay between $260 – $606 and avoid paying up to $987. Plus, you’ll earn a $25 Reward for using a Fair Price (green) facility.”

Instead of expecting members to sift through every on-screen option, we give them a smart starting point—clearly showing potential savings, value, and incentives. Members are free to explore further, but now they do so with added context and confidence.

This tactic simplifies decision-making and reinforces our mission: empowering patients with the tools and insights they need to get high-quality care at a fair price.

3. Delivering personalized, relevant messaging
When a member visits our homepage, they’re met with a general search bar where they can look up any procedure or provider. But behind the scenes, we’re already working to personalize the experience.

Using claims data and window variables, we identify whether a member is in an orthopedic care journey, due for a mammogram or colonoscopy, or experiencing another medical moment. Based on that data, WalkMe ShoutOuts are triggered with tailored messages right on the homepage. These messages guide the member to tours or direct them to shuttles tied to their unique needs.

Because some members may qualify for multiple messages at once, we developed a prioritization algorithm and overarching Smart Walk-Thru (SWT) hierarchy to make sure members aren’t overwhelmed and always see the most relevant guidance first.

4. Providing a centralized self-service hub
We took the most frequently asked questions and concerns received by our Member Support team and turned them into an always-available help hub using WalkMe’s ActionBot.

Bluebot, our custom WalkMe chatbot, lives in the bottom-right corner of every page. It offers a natural entry point for members looking for answers to common questions like “How do I see the cost of a procedure?” or “How can I find a doctor near me?” The experience feels conversational: Bluebot follows up with helpful clarifying questions and routes members directly to the relevant content or next step.

This allows members to find answers on their own, quickly and easily—without needing to call support. It also frees up our concierge team to focus on more complex, high-touch cases.

Since April 2024, we’ve rapidly deployed several WalkMe-powered tactics to improve digital engagement, drive better healthcare decisions, and support our internal teams. Here’s a breakdown of the impacts:

WalkMe Interactive Games
Our internal data shows members who participate in WalkMe games are 11x more likely to use Bluebook when they need care, which reinforces the value of getting members to understand how to use the platform thru gamification. Over a 6-month span, 70+ clients have added games to their member engagement strategy, with 13K+ members participating.

Feedback speaks volumes:

• “I didn’t realize how easy saving money & looking up information could be!” – Tasha
• The of instructions will make it easier to navigate Bluebook. I’m looking forward to saving $$$ from now on.” – Stacy
• “Now I know where to go to compare cost and make sure I’m getting the lowest price.” – Alexandra

Personalized Shoutouts (Launched Sept 2024)
These targeted messages help members navigate complex health journeys. For example, if a member is seeing an orthopedic specialist and might need surgery, we proactively notify them about our Concierge service—helping them choose a high-quality facility, transfer records, and schedule care. The message also highlights potential out-of-pocket savings and rewards.

We’re currently implementing a webhook strategy to link shoutouts to downstream site usage, savings, and reward redemptions—building future ROI attribution for each message type.

Bluebot (Launched Jan 2025)
This helpful actionbot thus far has reduced inbound calls to our support center by 9%, freeing up staff and increasing efficiency.

Smart Savings Tips (Launched Feb 2025)
Our newest tactic has reached over 10K members, with 30%+ selecting an actionable next step using the guided overlay.

Team & Leadership Impact
These features have elevated our platform without relying on heavy dev lifts, allowing our sales team to showcase unique differentiators in a competitive space. Clients and prospects are excited about the forward-thinking strategies.

As we finalize our webhook strategy, we’ll soon have full correlation between WalkMe strategies and member-level outcomes—strengthening the business case for expansion.

Our mission is to protect patients—WalkMe has helped us do exactly that, at scale. Whether guiding someone to save thousands on a surgery, avoid a harmful facility, or find a reward-eligible provider, these digital tactics translate directly to our core values: transparency, empowerment, and access to high-quality affordable care. WalkMe bridges the knowledge and effort gap for our members—helping them make better decisions with less stress and time.

We’re proudest of our ability to rapidly respond to needs with creative, elegant solutions—like digital superheroes for our members.

Much of what we’ve built would have taken years (or never happened at all) using internal dev resources alone. WalkMe, combined with our consultant Chris McManus of Walk Runners, enabled us to bring dozens of ideas to life in months—not years.
We’ve even retained major clients by delivering custom Smart Walk-Thrus (SWTs) tailored to their needs.

What’s more: our dev team, initially skeptical of WalkMe, has become one of its biggest fans. That transformation is a huge internal win.

Patricia Dees, Sr. Director of Engagement at Healthcare Bluebook: As Sr. Director of Member Engagement, it’s my job to insure members get the tools and information they need in order to make the best healthcare decisions regarding cost and quality. I’ve been a WalkMe believer for years—after a previous internal decision forced us to pause the program, I fought hard to bring it back in 2024.

At first, I built everything myself. This time, I hired Chris McManus, and that decision has paid off exponentially. Together, we’ve implemented everything you’ve read about since April 2024. That’s a tremendous amount of content and complexity—and we couldn’t have done it without him.

Looking ahead, we’ll expand Smart Savings Tips into Inpatient Quality, allowing us to proactively guide members toward high-quality facilities at the moment they’re making care decisions. And with webhook-based campaign-level tracking, we’ll tie every WalkMe initiative to real savings, rewards, and outcomes—building the strongest possible case for continued innovation.

Since our April relaunch, we’ve also built a compliance-focused Help Menu for our Comply sites. It includes guided tours and Bluebook Academy videos to help members find out-of-pocket price estimates tied to their real-time benefits. This has helped differentiate us in the transparency space and support government-mandated compliance regulations.

Additionally, we’ve built a half-dozen custom Smart Walk-Thrus to retain some of our most important clients—bridging the gap between what’s needed and what our dev team could deliver internally.

Healthcare Bluebook helps patients find the best cost and quality for medical procedures and medications. We protect patients from overpaying and ensure they get the best outcomes by providing easy-to-understand tools and color-coded guides. Our platform supports employer groups of all sizes, helping members make informed, affordable healthcare decisions.