September 29, 2023
How Health Insurance Plans Can Track & Improve Member Engagement
Alyssa Alsheimer, SVP of Advertising and Engagement at Wellframe

Step one towards higher well being outcomes occurs when individuals grow to be proactive about defending their very own well being and well-being. Proactive motion hardly ever seems out of nowhere, although — most of us want some inspiration to begin desirous about residing more healthy life.

That’s the place well being insurance coverage plans have an actual alternative to assist. Well being plans can be that spark for his or her members: They can encourage more healthy residing whereas making certain that members have entry to one of the best care. For well being plans, ongoing member engagement is the important thing to growing relationships that encourage true habits adjustments and improved outcomes.

To show the effectiveness of member engagement, well being plans have to observe engagement and use clever insights to enhance the best way they work together with members. As we speak’s well being plans have to leverage the precise know-how to measure the methods members actually interact with them. That is the easiest way to determine locations the place they can meet members the place they’re, inside their each day lives, to assist them reside more healthy lives.

The increasing position of know-how in member engagement

It’s no secret that know-how is a key pathway to member engagement. Many well being plans use apps and software program platforms to speak extra intently with members, with added performance for members to file their weight loss program and blood sugar, observe steps and bodily exercise, monitor blood strain, and extra.

Well being plans usually use this info to supply suggestions primarily based on every particular person’s wants and targets — however they can additionally use instruments to look deeper into the information to see what members are actually participating with. For instance, know-how like pure language processing can file response charges and reply speeds in conversations, reveal members’ intentions after they deliver up sure matters, floor traits in member sentiment, and extra.

The worth of this knowledge can’t be overstated: When well being plans observe how members work together with their know-how, they can determine what members discover most compelling, then use that to faucet into the well being conversations that every member actually cares about most. This helps decide which strategies are working finest with regards to participating members and serving to them obtain higher well being outcomes.

Informing member outreach and schooling with knowledge

Put merely, when you realize extra, you can do extra on your members. As soon as plans have collected the precise knowledge, they can use it to tell and personalize member engagement and schooling. Basically, that is half of what’s often known as member advocacy: holistically assembly member wants with know-how, relatively than counting on level options that don’t deal with the complete scope of members’ well being and life.

The final word purpose of member engagement must be to assist members grow to be invested in their very own preventive care by serving to them handle their on a regular basis well being. Based mostly on member knowledge, well being plans can present info on vitamin, train, stress administration methods, and different life-style habits that can maintain members concerned of their care and have a constructive impression on every member’s total well-being.

For instance, if a member has been recognized with a continual situation, the plan might seek the advice of knowledge from members with comparable situations to be able to join the member with care methods and assist teams that others have been profitable with. Well being plans can additionally present digital assets comparable to articles and movies that key into every particular person’s wants.

Greater than 44% of members have reported being unaware they might entry a group of nurses for free of charge to them by way of their well being plan, and 75% of members have by no means used the nurse hotline service accessible to them. It’s clear that there’s a chance for well being plans to make it possible for their members are conscious that there are care groups they can attain out to every time they could want them. Care groups embrace certified medical professionals that can work together with them and supply assist primarily based on their full historical past of engagement with the well being plan. Giving care groups entry to the member knowledge that they want is an important a part of serving to members get the care they deserve.

The ability of personalised engagement for well being plan members

Though well being plans are doing extra to have interaction members than ever earlier than, as many as 24% of members nonetheless report feeling “all the time” or “ceaselessly” confused by well being plan communication. Well being plans can and will use knowledge to assist personalize their engagement with their members to be able to resolve this confusion and enhance their members’ well being outcomes.

By gathering info relating to the well being and life-style of every member, plans can higher perceive what is required to tailor engagement particularly designed for every particular person, in addition to refine the options they provide primarily based on the wants of every member. In the end, this personalised engagement can genuinely assist members grow to be extra proactive about their very own well being.

Information, know-how, and personalised engagement are the instruments well being plans want to begin actually bettering outcomes for extra members immediately. Whereas utilizing data-driven know-how to attach with members could have an preliminary implementation hurdle as plans modify to this new strategy, the long-term reward can be very a lot value it for plans and members alike. By investing in these capabilities now, plans will likely be strongly positioned to assist members proactively succeed with their well being effectively into the longer term.

About Alyssa Alsheimer

Alyssa Alsheimer is the SVP of Advertising and Engagement at Wellframe, a HealthEdge firm, chargeable for main Wellframe’s B2B and B2C advertising groups and driving technique to assist prospects’ advertising initiatives. Alyssa has spent her profession overseeing award-winning campaigns and methods, driving measurable enterprise development for quite a lot of Fortune 500 corporations.