A discussion of today's health care consumer - and how to use a deeper understanding of types and preferences to drive engagement across the member experience.
2. Today’s Agenda
Today’s Health Care Consumer
Understanding Consumer Types and Preferences
Driving Engagement Across the Member Experience
Engaging Members & Creating Value: What Does it Look Like?
Data driven engagement strategies to drive clinical improvement and behavior
change
Q&A
2 / AHIP Fall Forum/ December 3, 2012
4. A Shift is Underway
Significant Change Resulting from Reform
Individuals will represent a much larger percentage of the
market
+ Consumers will be presented with more choice
+ Shopping for coverage based on a variety of criteria –
price paramount,
+ Opportunities for health pans to create new value
Traditional actuarial and underwriting models will likely be
replaced
+ Risk adjustment – the transfer of funds from insurers
who have lower risk populations to those who have
higher risk populations – will create a new type of
competitive dynamic among competing plans
Medical Loss Ratio (MLR) provisions mean marketers will
need to do more with less
Quality and cost containment becoming increasingly
important
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5. Individual Market Growth
14 million
people
purchase individual
coverage today
5
5 / AHIP Fall Forum/ December 3, 2012
6. Where Will New Individual Members Come From?
Current individual members
Competitor‘s individual members
Current group members
Competitor‘s group members
Uninsured
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7. Health Care: The Age of the Consumer
Driven By Convergence of Multiple Trends
Retailization of
Health Care
Rising Health
Care Costs
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Health Care
Reform
Information
Age
Unhealthy
Lifestyles
Empowered
Consumers
8. Today’s Consumer
Rise of Empowerment and Consumer Experience
1990s
Beginnings of
consumer
empowerment and
experience
Early 2000s
Consumer
empowerment on
the rise
Information
transparency
Greater focus on
experience
Time becoming
increasingly
limited
Growing emphasis
on balance,
spirituality family,
community
Mid 2000s
Focus on
consumer
experience
mainstream
Late 2000s
Today
Credibility,
integrity critical
factors
Empowered with
more knowledge
and control
Individualistic
Emerging focus
on credibility and
integrity
Online feedback
increasing
creating greater
empowerment
Increasing
customization
Distraction =
entertainment
Engagement on
their own terms
Social networking
becomes
mainstream
creating new
market dynamics
Shorter attention
spans
Increasingly
intolerant, hostile
about poor service
Craves meaningful
experience
Message overload
Desire to simplify
Time is a real
scarcity
Organizational
Control
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Individual
Control/Influence
9. Consumer Decision Journey
Experience Critical for Ongoing Loyalty
The Consumer Decision Journey, McKinsey Quarterly, June 2009
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10. Shifting to a Consumer-Driven Business Model
Aligning marketing activities with priorities
Prioritize by consumer decision stages
+ Align spending with most critical stages
+ i.e. – spend less on closure stage, more on improved ‗experience‘
Align messaging
• Initial consideration with greatest opportunity
+ Facts, testimonials consumer is seeking
Invest in consumer-driven communication vehicles
+ Web sites, guides, publications, mobile applications, etc.
Win at final decision decision-making stage
+ Branding, ‗packaging‘
+ Appealing and informative
Create a seamless brand experience
+ Align all consumer marketing activities
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20. Creating a Positive Member Experience
Regular ongoing communication
Create value, relevance and loyalty
+ Understanding the environment
+ Leveraging market research/insights
+ Demonstrate value to members and
prospects
• Products and pricing
• Benefits and incentives
• Regular and relevant communication
Market segmentation
+ Use data to provide a holistic view of the
member driving more relevant and
effective communications
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21. Leverage and Integrate Multiple Media Channels
Members are drawn in not only by
topic, but also by format—some
respond best to print, others to email,
others to text, etc.
Integrating multiple media also helps
break through the noise
+ Communications experts estimate it
takes three to nine times of
exposure to a message before it
registers for people1
Savvy communicators are smart about
using the right media with consumers
to achieve specific results
Make sure to actually integrate the
media with each other:
+ Print-to-web calls-to-action with
URLs, QR codes
+ Embedded links in text messages
To reach members at least three times with desired messaging, plan to communicate via
multiple media. Shown here, clockwise, are members using a laptop, a tablet, a smart
phone, a printed magazine, word-of-mouth, and a point-of-care brochure.
1
See notes pages for sources.
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22. Create Action Oriented Communications
Promote behavior change
Include specific calls-to-action in all
communications
+ For example in online applications, each
page of a website can include a link to an
app to find a provider and an app to set an
appointment
Research shows that people develop healthy
habits in stages: awareness, skill building,
and motivation
+ Include one or more of the stages in each
communication
Behavior change communication drives
improved CMS star ratings and HEDIS scores
1
See notes pages for source.
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23. Reach Members on Their Own Terms
• 25% of American adults own tablet
computers. And nearly half of those
living in households earning $75,000 or
more (47 percent) now own tablets.4
• About 2/3 of adults age 21+ prefer
to obtain health information from a
printed publication.1
Publication
• Of KSW health plan
readership, 39% want to receive
health information from their health
plans via email.1
• The number of U.S. adults using tablets
for health information and tools doubled
from 15 million in 2011 to 29 million in
2012.5
Tablet
Online
Mobile
• 85% of U.S. adults own a cell phone. Of
those, 53% own smartphones.3
• More than ½ the U.S. adult population
now visits at least one health plan
website each year.2
• 31% of cell phone owners have used their
phone to look for health information.3
• Their most frequent activities: learning
about a specific medical condition or
researching symptoms.2
• 64% said they would appreciate receiving
info about a specific health condition via text
message.2
23 / AHIP Fall Forum/ December 3, 2012
1 – 5 See
notes pages for sources.
24. Use Specific Media For Distinct Objectives
Point -of -care communications
Patient education and condition management brochures, booklets and workbooks delivered by care
managers, physicians and nurses.
What they do best: Offer in-depth resources for those with long-term conditions to manage.
Member publications
Member magazines, guides and toolkits are ideal to showcase member success stories, healthful recipes, and
plan information, such as physician referrals.
What they do best: Build brand identity and value; support clinical goals; steer members online for further
information.
Website content
Website content offers deep resources, including audio and video communication. Web content incorporates
interactive tools, such as assessments, quizzes and calculators.
What they do best: Support clinical goals; deliver personal and relevant tools to the member via an interactive
experience.
Direct marketing
Direct and targeted touch points with members, such as postcards.
What they do best: Perfect to deliver short, high-impact messages and timely reminders for screenings and
vaccinations, annual physician visit, etc.
Branded premiums
Printed ―keepers‖ with beautiful images, such as calendars and cookbooks, as well as helpful keepsakes like
magnets.
What they do best: Build brand identity; provide year-round reminders of health and wellness resources.
Mobile applications, social media and text programs
Interactive tools, like symptom checkers, blogs and chats, and reminder texts with helpful tips and links for weight
management, diabetes care, and maternity.
What they do best: Provide convenient and frequent reminders and attention-getting calls-to-action.
E-newsletter
These are opt-in, ―push‖ communications to reach members as often as monthly.
What they do best: E-newsletters provide links back to the plan website for further resources, developing a more
in-depth relationship with the health plan and supporting integration.
24 / AHIP Fall Forum/ December 3, 2012
27. Meet John
Current Member
58-year old male
Works in banking
At risk for Type II diabetes
Family history of heart disease
Concerned about his health
Married with two children – one in high
school, one college
Wants more from his health plan
including how to minimize financial risk
when it comes to his health
How YOUR HEALTH PLAN reaches him
today
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28. Valuable Information Delivered to His Door Gets His Attention
He recognizes YOUR HEALTH PLAN as a credible source of health information.
28 / AHIP Fall Forum/ December 3, 2012
29. It’s No Wonder He’s Engaged
John receives information and content that is relevant and he wants to read
Editorial content based on latest medical
research and consumer hot topics
An editorial mix and tone based on
consumer research and insights into what it
takes to ―make the mail sort‖
Eye-catching design and photography that
matches the standard set by today‘s
consumer magazines
A strategic approach that incorporates key
messages, calls to action, website links and
actionable health tips all geared to help
John take action on his health
29 / AHIP Fall Forum/ December 3, 2012
30. John receives a calendar from YOUR HEALTH PLAN
Calendar includes healthy recipes, health tips and reminders for preventive screenings
Constant reminder about living a healthy lifestyle and YOUR HEALTH PLAN‘s commitment to
his health
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31. His Employer Promotes Wellness
With YOUR HEALTH PLAN‘s Help
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32. He’s Prompted to Visit YOUR HEALTH PLAN Website
Interactive health information further engages his interest.
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33. John Gets a Call from His Health Coach
She reviews his health history and recommends taking
the Health Assessment
She instructs him to watch videos on YOUR HEALTH
PLAN‘s website at home
She pulls information on pre-diabetes and signs him up
for an ongoing communications program with tips on
healthy nutrition and physical activity
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34. A Health Assessment (HA) Helps Capture John’s Health Status
When he logs into YOUR HEALTH PLAN, he‘s Encouraged to Complete a HA
Assesses readiness, willingness,
confidence and barriers to change
Generates Lifestyle Score with
Prioritized Behaviors
Integrated Biometric Data
Alternative formats: Print and IVR
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35. John Receives Personalized Recruitment e-Mails Encouraging Him
to Enroll in Digital Coaching
Messaging at the right time to recruit John into the right behavior change
program.
Mike
Eric
Dear John,
Dear John,
Dear Eric,
Barrier
35 / AHIP Fall Forum/ December 3, 2012
Nutrition
Habits
Barrier to
Weight Loss
Employment
36. Health and Wellness Challenges Offered in the Program Keep John
Motivated & Engaged
John
36 / AHIP Fall Forum/ December 3, 2012
37. John Receives Tips and Reminders About How to Manage His
Weight
Frequent reminders keep nutrition and physical
activity top of mind.
+ Tips to help John stay healthy.
+ Reminder about YOUR HEALTH PLAN programs
and preventive screenings.
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38. John Checks His Symptoms on YOUR HEALTH PLAN’s App
When John doesn‘t feel well, he can visit YOUR HEALTH PLAN‘s App to check his symptoms.
Internet- and mobile-based application care guides to find the right level of care and
appropriate action to take
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40. Tactical Recommendation:
Think outside of healthcare
Get inspiration from dynamic consumer
magazine cover designs and websites
Novel and fresh angles, headlines and
approaches engage members in
potentially tiresome topics
Member testimonials and case studies
feel relevant to members
When online, simple and intuitive
interfaces work best
+ Search functionality is key
+ Audio and video makes site ―sticky‖
+ Refresh portal content frequently and
use content ―sliders‖
40 / AHIP Fall Forum/ December 3, 2012
41. Tactical Recommendation:
Give members something to look forward to
Employ regular, ongoing features
+ Organize departments dedicated to
nutrition, fitness, mental health; they
can be columns and blogs
Serve up what members value most:
+ Recipes!
+ New health news and updates
+ Self-care to-do lists
+ Occasional give-aways, such as
cookbooks and calendars
+ Action guides
41 / AHIP Fall Forum/ December 3, 2012
42. Tactical Recommendation:
Look for interactive opportunities
Interactive content encourages readers to get
involved with the health plan, which builds
relationship and loyalty
Portals and mobile apps are a natural for interactive
content:
+ Assessments and quizzes
+ Calculators
+ Symptom checkers
Interactive content can be done well in print also:
+ Stickers with the calendar for appointment
reminders
+ Menu planners
+ Logs and diaries, such as how far you walked
Link to social media, so members can follow the
plan on Twitter or ―like‖ the plan on Facebook
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43. Tactical Recommendation
Engage Members in a Social and Meaningful Way
Leverage principles and concepts from
social networking to introduce members to
your plan and engage them in health and
wellness
Incorporate well-designed incentive
programs to motivate behavior change and
increase value of your products/brand
Apply game design principles to health
management programs to foster teamwork,
increase fun, reduce barriers and drive
engagement
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44. Tactical Recommendation:
The right photography is critical
Look for opportunities to create infographics
Keep it easy to understand
44 / AHIP Fall Forum/ December 3, 2012
46. “Patient engagement is the
blockbuster drug of the
century.”
- National
Coordinator for Health IT, Dr. Farzad Mostashari
46 / AHIP Fall Forum/ December 3, 2012
47. The Healthcare ENGAGEMENT Opportunity
The gap between the needs of hospitals/providers and health plans is narrowing and
beginning to blend.
Health care reform has created expanded business opportunities for health plans, providers
and hospitals.
Identifying and recruiting high value, healthy members will mitigate financial risk associated
with the individual market (2014)
Engaging and measuring improved clinical outcomes for wellness, disease management and
targeted health campaigns will meet Medical Loss Ratio (MLR) compliance.
As the ACO model evolves, the integration of data across the health care eco-system will be
come a necessity.
Quality measurement and proactive member engagement are keys to success for both
providers and payors.
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48.
49. Patient Engagement Framework – Patient Specific Education
Care Instructions
Tests
Reminders
Procedure/
Treatment
Aligned: Emerging
Meaningful Use
Medication
Inform and Attract
Prescribed
Medication
Prevention
Follow-up
Appts.
Aligned: Meaningful
Use 1
49 / AHIP Fall Forum/ December 3, 2012
Materials in
Spanish
Guides to
understanding
accountable
care
Aligned: Meaningful
Use 2
Support My ECommunity
Partner With Me
Materials in
Spanish and
top 5 national
languages
Partner Efficiently
Care Plan
Empower Me
Conditionspecific selfmanagement
tools
Aligned: Meaningful
Use 3
Create Synergy and Extend Reach
Engage Me
Retain and Interact
Inform Me
Care Planning
Chronic care
selfmanagement
Reminders for
daily care
Aligned:
Meaningful Use 4+
50. Why Data-Driven Communications?
Increase Impact and ROI Across the Healthcare Ecosystem
Marketing
& Sales
Cost-efficient member retention & new member acquisition: Profile, identify
and engage high-value current and potential new and existing patients
Care
Management/
Health
Management
Engage costly, at-risk and hard-to-reach patients: Drive appropriate utilization
of healthcare services, benefits, quality management and behavior-change
programs
Quality
Create a culture of performance improvement : Implement a customized
member centric approach to superior patient experience.
Improve Medication Adherence
HEDIS targets
Medicare STAR ratings
Meaningful Use
Network
Management
Proactive Provider Management: Drive provider referrals, provider profiling,
targeted provider contracting and improvement in quality measures
Engage and build loyalty to retain high value patients and help keep them
healthy
50 / AHIP Fall Forum/ December 3, 2012
51. Design Communication Strategy Across the Member Experience
Who?
What?
Why?
Where/How?
When?
51 / AHIP Fall Forum/ December 3, 2012
52. Data, Rules, Messaging = Engagement
Data Management
Formulary Data • Benefit Design • Lab Results • Rx Claims
Med Claims • Biometric • HRA • DM Coach • Demographic • Consumer Data
Financial Data • EMR Data • Member Feedback • Member Segmentation Data
Analytics Engine
Clinical Insight
Member Profile
Predictive Modeling
Rule Authoring
Member Compliance History
Activity & Engagement
Quality Measures
Rule Triggering and Management
Health Communications Platform
Content Selection (UCR)
Program Matching
Intervention Matching
Phone Coach
Digital Coaching
Web Based On Demand
Mode & Interval Selection
Member Marketing
Health Portal
…to identify
the right
person at the
right time
…deliver the
right message
through the
appropriate
intervention
and delivery
method
Email & Text Content Postcard/Newsletter
Integrated Reporting
Engagement • Risk Reduction • Clinical Outcomes • Utilization Trends
Member Acquisition and Retention • Productivity Improvement • Incentives • ROI
Outcomes • Financial
52 / AHIP Fall Forum/ December 3, 2012
Intelligently
compile all
available
data…
… maximizing
outcomes and
measuring
behavior change
Today, there are 14 million people who have individual coverage. By 2014, the number is expected to grow to 20 million, although there are many models that vary widely in estimating the growth. By 2020, an estimated 30 – 70 million will be covered by individual plans.
Plans will acquire and retain members to grow individual coverage products. Here, you can see that current and the uninsured are two key drivers for growth in this space. The transition from employer-sponsored insurance to individual subsidies on the exchange will also fuel growth over time.
Today’s consumer is bold, empowered, knowledgeable and more savvy than ever before…They have access to more information and are bombarded with messages. Often, they are time bankrupt and have a desire to simplify their lives.Over time, it is becoming more and more important for brands to be able to “break through” with engaging and relevant communications. Furthermore, the consumer EXPERIENCE is more important than ever --- today’s consumer is comfortable making a change if they are not satisfied with their experience.
For many decades, the paradigm for marketing has been the sales funnel, where prospective buyers have been “pushed” through the sales cycle. For example for health plans, the universe of potential employer groups poured into the top of the funnel, and they would then be pushed through the cycle--from awareness, to interest, to desire, to action--through the process of selling employer group contracts. With the new prominence of the individual member as decision-maker, and the availability of online media and tools, the paradigm is shifting. Increasingly, prospective individual buyers will now “pull” themselves through the sales cycle on their own initiative. In the health plan example, the trend is that plans will cultivate relationships with individuals as they initiate awareness, interest, and desire for health coverage by researching possibilities on online exchanges and at health plans’ websites. Individuals will also use social media sites to find word-of-mouth recommendations and objective, third-party rating sites for additional input. Furthermore, member experience will be important beyond the initial decision, as members will continuously evaluate their experience to assess when given the opportunity to make the same decision again. Furthermore, through social media, etc., these members have more opportunity than ever before to impact the decisions of other consumers. The member “experience” is critical.
Questions remain, but it is clear that the industry is shifting to a more consumer-centric model
Questions remain, but it is clear that the industry is shifting to a more consumer-centric model
1 In advertising, the number of times a person must be exposed to a message before a response is made (and before it is considered wasteful to advertise further) is called the effective frequency. Many advertising experts have researched the topic, and one article that is frequently cited is “What Does Effective Frequency Mean in 1997?,” John Philip Jones, Journal of Advertising Research, July 1997.In addition, researchers have investigated how the frequency of communication impacts perceived trust and have found that higher levels result in people attributing more trustworthiness to the company they are communicating with. One article on this topic that is frequently cited is “Perceived Trustworthiness Within the Organization: The Moderating Impact of Communication Frequency on Trustor and Trustee Effects,” Manuel Becerra and Anil Gupta, Organization Science, January/February 2003.Some other thoughts on integrating multiple media:Across our book-of-business, KSW health plan readership surveys report that they have visited their health plan’s website in response to receiving the publication.Recognize the importance of promoting online tools as calls-to-action. Note that it takes considerable time and consistent effort to build online click rates. Information in print publications - shortened URLs, distinct boxes highlighting URLs, URLs that connect to specific pages rather than a home page - can reinforce connection.Flipbook version of a hard copy publication can be emailed to readers who express an interest in receiving via email. In addition, all versions of the publications can be made available in an online digital edition (including active links), and a mobile web reader compatible with mobile phone and tablet devices.Create a section in the print magazine that lets readers know all the great stuff they can find on the plan Facebook page, social media sites and other online outlets. A standing element treatment that highlights the plan’s social networks. This gives your members one place in the publication to look for locating you on Facebook, Twitter, YouTube, and other social networks.
1 This example includes four of the six stages in the Prochaska Transtheoretical Model of stages of change. The six stages are: 1) not ready, 2) getting ready, 3) ready, 4) action, 5) maintenance, and 6) termination. Prochaska and his colleagues first developed the model in 1977.Next to acquiring new, healthy members, what health plans most want to achieve with their communications is behavior change.That is, influencing members to change their behavior to be more healthy through quitting smoking, losing weight, becoming more fit, obtaining preventive care, complying with prescribed medication, etc.Healthy behavior change leads to fewer medical problems, saving money and improving health plan profitability. Agencies that track and measure quality, such as CMS, emphasize communications that foster behavior change. Proven tactics to encourage behavior change include: integrating specific calls-to-action in all communications and acknowledging and addressing the various stages of behavior change : awareness, skill building, and motivation.
1 Krames StayWell 2011 book-of-business survey results.2Health Care 2012: a Snapshot of Consumer Opinion, Krames StayWell, April 2012. Based on interviews with more than 400 health care consumers.3Mobile Health 2012, Pew Research Center, Nov. 8, 2012.425% of American Adults Own Tablet Computers, Pew Research Center, October 4, 2012.5 Manhattan Research’s Cybercitizen Health U.S. 2012 study explores the latest trends in consumer digital health behaviors, Manhattan Research, October 2, 2012.More than ever before, marketers are going to have to know how to reach customers where they “are” with the modes of communication those members prefer. In the new world of consumer-centric marketing, such individualized relationship-building will require major new skill at leveraging multiple modalities, along with using state-of-the-art computer technology and maximizing Web presence with such content-rich tools as online video and podcasting, in addition to mobile platforms, tablets, and more.
Use the right medium for the right message nuance. When it comes to communication media, each has its unique strengths and contributions in the overall marketing mix. As media options expand from traditional print publications—to e-newsletters, videos, podcasts, websites, mobile sites, online tools, text messaging—it’s increasingly important to be able to “tell your story” with compelling power across a wide variety of endlessly evolving platforms. Using the right medium to make the right impression helps ensure that customers experience the relevance of the message, an important component of loyalty. For example, print publications are ideal for creating health plan brand awareness. Brand logos, colors, fonts, and images are in ink to reinforce a mental image with readers. They are best for presenting beautiful imagery that encourages readers to keep the publications on the kitchen desk or pinned to the refrigerator, where readers will continue to reference them. (Think wellness calendars with a different tantalizing healthy meal featured each month.) Where other media are more short and sweet, print publications can slow down readers by featuring longer pieces and stories that inform them in depth (e.g. healthy recipes) and inspire them to take action (e.g. set an appointment for a screening). Print publications also excel at driving readers online where they can take more specific actions, such as watching a wellness video or “liking” a plan on Facebook. By contrast, videos and podcasts prompt the audience to retain a high percentage of what they see and hear, and text messaging reaches consumers in a way that is almost guaranteed to get their attention. All media have a role to play in developing rich relationships with consumers, by reinforcing key messages in different ways and fostering the plan’s reputation for delivering solid value and important, relevant services. And the online medium has made interactive tools truly personal and relevant. Take the body mass index (BMI) calculator. This simple tool lets users determine immediately, privately and conveniently whether they are in a healthy or dangerous zone with their weight and fitness. Symptom checkers, too, have added enormous value to families, helping them know right away whether to hail a taxi to the emergency room or take two aspirin and go to bed. Only the interactivity of online and mobile media make these benefits possible.
Recognize that members’ experience with the health plan follows along a continuum, from initial membership, to engagement, to re-enrollment. Plan communications for each point on the continuum, integrating multiple media, leveraging what each does best. Then from year to year, there is the opportunity to continuously tweak and improve the communication strategy as it’s re-mapped to the evolving member experience.Also, consider an audit of existing communications – along the continuum of the member experience – to find gaps and unnecessary overlap.The content of communications is a mix of education on plan benefits, brand building, and health and wellness support. Thoughtful communications throughout the member experience cultivate engagement and loyalty.An elementary calculation based on the long-established marketing fact that replacing a lost customer today is anywhere from 300 to 500 percent higher than the cost of hanging onto that same customer’s loyalty over the long term.
So, let’s meet John. Married with children - has delayed health treatments but looking to get more engaged, looking for guidance and advice. John is one of the hardest to reach targets.
John receives a newsletter full of engaging consumer health information with:CTA to launch a videoRecipesarticle on heart healthexplore his numbersHot topics, consumer-oriented health information, design trends, infographics
It’s not accident that John has been engaged by these pieces – a lot of thoughtful strategy has going in to them …
The resources and tools available to John are promoted at work and offer consistent messaging to other communications he’s receiving. Adult learning model – hear consistent messaging, time over time through multiple channels.
At work or in the publication, John reads an article about some new tools. Two days later, he’s home watching TV and not feeling well. He sees his doctor who tells him to focus on losing weight and adding moderate intensity exercise to his regimen. He goes to his health plan’s health management program and starts the Balance program and begins tracking his steps with Step by Step on his phone or on his computer…whatever is most convenient for him.
John’s coach reviews his health history, sees that he hasn’t taken the HA and advises him to complete it before their next call. She refers to a checklist in the most recent Lifestyles for Heart Disease publication, assigns him a video to view and sends him a HealthSheet on heart health.
John continues to visit his patient portal – and while there he sees a message promoting a health assessment (which his health coach recommended)One of the great things--and distinctive features—about our health assessment is the attention that is paid to the behavioral science aspect of what is going to get people to make a change and help them choose where to start. It takes into consideration:ReadinessWillingnessConfidenceBarrier to changes, andIncentives (innate incentives vs. carrot)Once you finish the HA, you get a lifestyle score and a personalized plan AND we prioritize the behaviors for the user. So if they have 3-4 areas they need to work on, based on what they have confidence in changing, we’ll make recommendations where they should get started. Built on the principle that you start where you are most likely to have success. And, success breeds long-term success. That is how the solution is structured. We know in the long term we can help affect the other areas as well using this approach.We also measure productivity and the impact of various issues on the productivity levels within their employee population.We can integrate biometric data from any vendor, and can bring a partner to the table that fully handles all biometric services. The full form Succeed HA takes on average 15-20 minutes to complete; there is a shorter Snapshot version that takes 5 minutes and it is about 87% as accurate view of the person as the full form. We can do Snapshot through the phone using IVR. There is a print form as well.
In this example, John has been prioritized to the Weight Mgmt program but the recruitment message looks very different, down to the images selected, the title, the details that are being suggested all differ down to the individual—this is a great example of how tailoring the message and making them more meaningful to drive usage and get members into health management/coaching programs.
Customizablemobile campaigns on a variety of conditions can help you reach members on the go.
We’ve talked about the “big ideas” – the strategies for communicating with members as consumers.Now let’s talk about best practices to actually make it happen.
We constantly survey our readers and website users, and observe them in focus groups, to find out what they look forward to in health communications.It seems obvious, but a great tactic is to give members more of what they want. Frankly, we are constantly amazed by how much members love recipes! We do whole programs around recipes, both online and in printed communications.In our online solutions, quizzes and our Symptom Checker are also very popular.One way to provide regular, ongoing features is to create expert-celebrity-physician columns in print magazines and in online blogs. Or, create a feature of member questions and customer service representative answers. This is a hallmark among our clients with NCQA accreditation levels of “Excellent.”
Communication researchers for years have found that the more people interact with a communication, the more they feel they have a relationship with the sponsor.For example, forty years ago, direct mailers were putting interactive bits into their packages, such as “yes” and “no” stickers . Targeted individuals could peel and stick to indicate if they were going to donate money to the cause or buy the promoted product.Today we constantly re-invent ways for health care communications to interact with members , educate, add value, build trust, and promote behavior change.In the online world, portals and mobile solutions are a natural for serving up interactive content. Interactive content online comes in the form of assessments (are you depressed?), quizzes (do you know the symptoms of a heart attack?), and calculators (find your body mass index), for example. As mentioned, one of our most popular mobile applications is our Symptom Checker, where members can sort out what level of urgent care they may need for themselves and their family members.Interactive content can also be done very well in print. Some examples are stickers with the calendar for appointment reminders; “Cosmo Quiz”-type quizzes in member magazines; puzzles, such as to educate people about Alzheimer’s; action plan pull-outs that members can take to the doctor; one-day menu planners; contents , such as an exercise challenge; logs and diaries, such as how far you have walked; and magnets with key contact information, such as the nurse line number.
Readers want to identify themselves in magazines in terms of gender, age, ethnicity, and lifestyle. Photos support this, or get in the way of it. Perhaps more importantly, photography needs to hit the right note in terms of socio-economic status, diversity, and mood. The composition of photos out there in the public domain isn’t right. Custom photography is needed. For example, when targeting a membership with a lower socio-economic background, we can’t have a granite countertop in the background of the photo.Some tips for keeping it easy to understand: embrace the concepts of health literacy by editing for specific reading levels (such as fourth-grade for Medicaid audiences), using plain language, generously using white space in layout and design, organizing text with bullets and numbered lists, and employing photos and illustrations that reflect the target audience’s self-image and environmental cues. What is an infographic? It is a visual explanation. It integrates words and pictures in a fluid, dynamic way. It stands alone and is completely self-explanatory. It makes possible faster, more consistent understanding. It is universally understandable.
Our solution can address the needs of multiple functional areas across the healthcare ecosystem….
Recognize that members’ experience with the health plan follows along a continuum, from initial membership, to engagement, to re-enrollment. Plan communications for each point on the continuum, integrating multiple media, leveraging what each does best. Then from year to year, there is the opportunity to continuously tweak and improve the communication strategy as it’s re-mapped to the evolving member experience.Also, consider an audit of existing communications – along the continuum of the member experience – to find gaps and unnecessary overlap.The content of communications is a mix of education on plan benefits, brand building, and health and wellness support. Thoughtful communications throughout the member experience cultivate engagement and loyalty.An elementary calculation based on the long-established marketing fact that replacing a lost customer today is anywhere from 300 to 500 percent higher than the cost of hanging onto that same customer’s loyalty over the long term.
SUEEngage Analytics features a ground-breaking geographic information system that will enable client to visualize where members like Eric live in relation to their facilities – and will also tell us the ways Eric wants to receive messages from BCBS– whether it’s email, postcard, or text message reminders of appointments.