From someone who spent 15 years fixing these exact problems.
Elevance Health offered members a digital diabetes prevention program through a vendor partner. The program was good. Almost nobody was getting into it.
Everyone assumed a messaging problem, and messaging is what kept getting optimized. The real problem sat in the signup flow. A member who said yes had to download two separate apps before she ever saw the program, and each handoff shed people who had already decided to enroll. The copy wasn't losing them. The journey was.
I made the case to kill the two-download flow. I didn't own the enrollment experience, the vendor relationship, or the integration, so this wasn't a decision I could make. It was a case I had to build. I documented where members fell out, put the drop-off evidence in front of the people who owned each step, and kept the case alive through months of meetings until the flow changed.
Enrollment conversion rose about 4x. No new budget, no new creative. A shorter path.
When engagement breaks, the journey is usually guiltier than the copy.