Six weeks was the process. Members had ten days.

The Situation

Mid-pandemic, members needed to know at-home COVID test kits were available to them while the surge was happening, not after. A surge doesn't wait for anyone. Our standard campaign process took about six weeks.

The Diagnosis

The process was built for calendar campaigns, where nothing burns down if a week slips. Nothing about producing the campaign required six weeks. The process did.

The Strategy

I rebuilt the deployment end to end as a rapid-response system instead of a faster one-off, and the campaign went out in under 10 days. Because it was a system rather than a sprint, it was repeatable: the next urgent send didn't start from zero.

The Result

Test kits ordered by members while the surge was still happening.

• About 2 million members reached.
• About $84M in avoided healthcare costs over the program's life.

The Principle

Speed is a property of the system, not of the people running it.