Revel CEO Jeff Fritz and Brad Hunt, Chief Marketing Officer, UnitedHealthcare Medicare & Retirement presented at the 9th Annual RISE Stars Master Class on December 11th in San Diego.
Healthcare consumerism is creating an opportunity for organizations to incorporate data driven tactics from industries like retail and finance and become more effective at influencing member behavior. Based on lessons learned from successful health engagement campaigns combined with Revel’s research on human behavior we’ll provide pragmatic tools and tips that strengthen engagement and enhance the member experience. Areas covered will include:
- Personalization tactics that map the healthcare consumer journey based on their individual preferences.
- Actionable predictive modeling techniques to identify strong campaign strategies and messages.
- Using behavior-based data to select the right messaging channels.
- Ideas for building meaningful, long-lasting relationships with members using consumer-based loyalty practices
11. TACTICS THAT WILL NEVER EVER ENHANCE
MEMBER ENGAGEMENT
4. PLAY ON YOUR MEMBERS’ FEARS
12. PRO TIP 4:
MESSAGE TO THE STATE OF MIND
Illustrate the impact on
someone immediate or
relatable.
Demonstrate tradeoffs
Make the flu local
Social norming
13. TACTICS THAT WILL NEVER EVER ENHANCE
MEMBER ENGAGEMENT
5. SEND ALL THE FACTS - EVERY SINGLE ONE!
17. TACTICS THAT WILL NEVER EVER ENHANCE
MEMBER ENGAGEMENT
7. CHECK THE BOX – WHO CARES WHAT THE MESSAGE
SAYS?
18. PRO TIP 7:
MAP MESSAGES TO CONCRETE CONSEQUENCES
PERSONAL
IMPERSONAL
CONCRETEABSTRACT
My daughter
might get the flu
Reduce health
risks caused by
the flu in America
My friend’s
daughter got the
flu from the flu
shot
Stats of what
happened in the
US last year
19. TACTICS THAT WILL NEVER EVER ENHANCE
MEMBER ENGAGEMENT
8: USE THE DATA YOU’VE GOT, EVEN IF YOU HAVE NO IDEA
WHAT IT IS OR WHERE IT CAME FROM
25. PAGE 25
TOP 10 TACTICS TO ENHANCE MEMBER
ENGAGEMENT
1. PERSONALIZE
2. SEGMENT OF 1
3. NEXT BEST ACTION
4. MESSAGE TO STATE OF MIND
5. DON’T FACT PEOPLE
6. THE MESSENGER MATTERS
7. MAP MESSAGES TO CONSEQUENCES
8. GOOD DATA HYGIENE
9. TEST & LEARN
10. MEANINGFUL REWARDS
We thought we have a little fun with this and do this David Letterman style…
Here are the top 10 tactics you should NEVER EVER do to enhance member engagement!
The introduction will include “level setting” as to the context for these tips focusing on using tactics from other industries such as retail and finance to drive member engagement. Jeff and Brad should reinforce the need for strong data management as the foundation for building campaigns that motivate positive, healthy behaviors. I would emphasize the “start small” message here, the avoiding waste and abrasion message and note that your tips are around personalization, behavior, data and loyalty. Discuss the “fear vs beer” concept somewhere in here.
In all seriousness we need to learn from other industries such as retail and finance to drive member engagement instead of driving them away.
Start small message here, the avoiding waste and abrasion message and note that your tips are around personalization, behavior, data and loyalty.
[Brad]
1. SEND THE SAME MESSAGE AT LEAST 20X
[Brad]
EXAMPLE:
Personalization tactics:
Tactic: in home visits,
Tactic: segments of one (what cohort group are they a member of) intersection of personas (grandparent, medicare, etc) intersection of these cohorts
Trying to get the member to tell us something about themselves
- We’re trying to get them to fill a gap in care
The more we can get them together to create the entire member journey
EXAMPLE: We offer that on that call…same engine driving that through digital dashboard
· Flu is a great example where we don’t have enough different approaches
· Opportunity
· Health risk assessment
[Jeff]
2. TREAT EVERY MEMBERS LIKE AN 80 YEAR-OLD GRANDMA
[Jeff]
EXAMPLE:
Increasingly trying to talk about “segments” of one
· What our members are hoping to accomplish
· Model the likelihood they will do it based on a set of parameters
· Value of them doing something ….taking an action that will improve their health
You can get there using technology and math, it’s not all about using nurses to call (not scalable)
Speaking to the graphic: as we get to know someone and understand them, we are able to get closer and closer to who they are and build out their profile as an individual, not just a persona.
[Brad]
3. FOCUS ON ONE ACTION AND ONLY ONE ACTION.
[Brad]
EXAMPLE: We offer that on that call…same engine driving that through digital dashboard
· Flu is a great example where we don’t have enough different approaches
· Opportunity
· Health risk assessment
[Jeff]
4. PLAY ON YOUR MEMBERS’ FEARS
[Jeff]
EXAMPLE: Look for a state of mind and message according to that.
EXAMPLE: Don’t fact them to death - make five new themes to message around (Matt Swanson research)
[Brad]
5. SEND ALL THE FACTS - EVERY SINGLE ONE!
[Brad]
EXAMPLE campaign
This is the quarterly health planner – sent to members with simplified messaging that informs them of the individualized clinical care they have received and also the one they need to take care of to help close gaps in care – rather than sending them messaging for reach clinical care need. One simple communication piece that drives CTA and keeps members informed.
[Brad]
6. IGNORE DOCTOR-PATIENT RELATIONSHIPS – PEOPLE LISTEN TO HEALTH PLANS!
[Brad]
EXAMPLE: Flu shots, AWV reminders – message comes from the provider/doctor not the health plan
Trying to use other voices beyond the brand of the health plan to make genuine connections with people.
[Jeff]
7. CHECK THE BOX – WHO CARES WHAT THE MESSAGE SAYS?
[Jeff]
EXAMPLE
Make sure it’s an actionable message, moves them to the next step – moving them through a journey to the right health action
The reason for not taking the action are not concrete, taking the action are abstract.
[Brad]
8: USE THE DATA YOU’VE GOT, EVEN IF YOU HAVE NO IDEA WHAT IT IS OR WHERE IT CAME FROM.
[Brad]
EXAMAPLE:
Start with small data – if you can’t get the address right, you won’t get the blood type or more importantly the behavior)
Crappy data means you won’t get your Stars measures.
Easy answers - data append
More advanced – machine learning from each program that is run for continuous learning about member preferences
There’s a data analytics component to data improvement
Data enrichment – stick figure vs an actual person (graphic)
THESE ARE RTO EXAMPLES FROM THE MEMBER PROFILE (LEFT) WE USE DATA TO PERSONALIZE THE MYUHC.COM EXPERIENCE TO HELP CLOSE GAPS IN CARE, TO MAKING PERSONALIZED RECOMMENDATIONS TO BETTER EMPOWER MEMBERS TO GET THE MOST FROM THEIR PLAN
[Jeff]
9. TEST WHEN YOU HAVE MORE TIME, LIKE…NEXT YEAR, MAYBE?
And, although the test may not yield favorable results across all demos, it may trigger strong results for a particular segment.
Critical to drive better outcomes
15% lift (above) – we figured out this segment, this is what works for this slice
Everyone else goes back into the test & learn engine
Real Example:
Look at Humana flu insights
[Jeff]
Employ a valid A/B (test vs control) approach
Predictive modeling (you want both quantitative and qualitative) chip away at the predictive piece without getting out of touch
Destination is Complete member orchestration but start small
o Start with smaller groups (2 foot depth of the pool – test and learn)
o Avoid waste and abrasion – build on successes
Celebrate the failures as much as the successes
- Use preventative action model – important archetype “undecided and in transition”
- We want them to Become a determined realist
-
[Brad]
10. REWARD MEMBERS FOR NOT DRINKING BEER.
That’s a joke on “fear or beer”.
[Brad]
EXAMPLE: UHG HouseCall gift card campaign
- Discuss gift card for HouseCall
- Rewards program for Group Retirees
Ton of work to be done in rewards
TOP 10 TACTICS TO ENHANCE MEMBER ENGAGEMENT
PERSONALIZE
SEGMENT OF 1
NEXT BEST ACTION
MESSAGE TO STATE OF MIND
DON’T FACT PEOPLE
THE MESSENGER MATTERS
MAP MESSAGES TO CONSEQUENCES
GOOD DATA HYGIENE
TEST & LEARN
MEANINGFUL REWARDS
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