This is the third installment of our five-part series based on content presented by Zipari President and CEO, Dr. Tabatha Erck, providing five strategies to ensure your firm derives maximum value from your CX efforts. Watch Dr. Erck’s entire presentation video here.
Strategy #3: Plan for Proactive and Preventative Engagement
According to our own research at Zipari, 66% of health plan members prefer when payers are proactive and communicate early to prevent problems. While the majority of members have expressed interest in receiving this kind of information, only a minority of respondents currently receive these types of communications from health plans.
This demonstrates a huge opportunity for health plans to step up their game and create a proactive, preventative engagement strategy. By doing so, health plans can increase member satisfaction, reduce healthcare costs, and drive better outcomes for patients.
Proactive and preventative engagements involve forward-thinking efforts to identify and address health risks and promote preventative care measures among members. These engagements focus on reaching out to individuals before they experience adverse health events, with the goal of improving health outcomes, reducing healthcare costs, and enhancing overall well-being.
There are two prongs to these communications:
Proactive communications avoid reactively responding by catching health issues before they arise and escalate. Zipari’s CX Engagement Hub™, (CEH), is unique in that it enables payers to assign values to their cross-departmental goals, and then it prioritizes communications to individuals into the Next-Best-Actions according to where they’re at in their health journey, and their communication preferences.
The CX Engagement Hub facilitates preventative communications by capitalizing on digital technology to automate engagements, drive self-service, ensure a consistent experience, and streamline operations. It also drives improvements on key performance indicators (KPIs) by helping to convert goals into actions and behaviors, and therefore retaining customers, improving quality scores, and your bottom line. Zipari’s CEH case studies are showing amazing results!
Proactive and preventative measures work together to address health risks before they escalate, improve member satisfaction, and allow health plans to improve their financial performance. However, according to our research at Zipari, there’s a huge disconnect between payers and patients when it comes to the frequency, quality, and relevance of health plan communications.
Considering that more people in the United States have more out-of-pocket and high deductible health plans than ever before, they’re interested in proactively caring for their health — or at least improving the quality of life for a condition they might have.
“Prevention is huge. Patients want to know what that looks like, and how to take the steps to prevent health problems before they arise. There’s a big opportunity here.”
This is where the strategy piece comes into play. By using digital tools to contact members early, frequently, and in a manner that’s valuable to them, you let consumers engage with you in a more meaningful, proactive way. From there, you can align with your value-based goals so you can prioritize those communication points with your digital omni channels.
For example, let’s say it’s time for a member to get their annual mammogram. When you know that she’s a busy mom who works full-time, you could automatically send a quick message on the mobile app around 9 a.m. on a Saturday, since that’s probably the best time to communicate with her.
When she receives the message, she’s presented with three options — one to contact her later, one to help with scheduling, and another to indicate that the appointment is already on the books. All along the way, she gets to drive this experience as the consumer and make it work for her.
Proactive and preventative engagements represent a vital strategy for improving health outcomes, enhancing member satisfaction, and bolstering financial performance. As a health plan, this will help you to effectively address health risks before they escalate, align with value-based goals, and provide personalized experiences that resonate with members.
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