Consumer Preference is King in a Multi-Channel World

By Welltok Marketing

The widespread adoption of digital technologies and the Affordable Care Act has transformed the healthcare industry over the past decade. Despite all the changes (think: wearable devices, telemedicine, Artificial Intelligence and EMRs), multi-channel communication has remained a vital strategy to engage members in their health.

And there’s a good reason for that. Consumers don’t compare us to other health plans. They compare us to Amazon, Netflix, and to any other member experience that they have. Consumers don’t just expect communication choices, they demand them. Understanding consumer preferences and leveraging multi-channel communications accordingly you can connect with members in a meaningful way that encourages action.

With over 1 billion communications and 80,000 campaigns worth of experience, Silverlink (the newest member of the Welltok family) is an expert in targeted multi-channel communications and knows what works and more importantly, what doesn’t.

On a recent webinar they convened a panel of healthcare consumer engagement experts for a lively discussion on the 7 most common myths surrounding multi-channel engagement.

The panel delivered valuable insight on the importance of collecting and honoring member preferences, overcoming compliance and regulatory barriers, and how to engage hard-to-reach populations.

Here are the top 3 takeaways in case you missed the webinar:

1. Look at the consumer’s demonstrated preferences, not just their stated preferences. And don’t let preferences get stale or forget that the preferred channel will likely change depending on the message.

2. Even the most challenging populations can be engaged with the right channel and the right message at the right time. In a recent campaign, Silverlink found 80% of Medicaid members successfully received text messages and remained enrolled throughout a 52-week period. Optimize the specific channels or channel mix for hard to reach populations to really open up engagement.

3. Forget what you’ve heard about seniors – they are more tech savvy than we think! More than 50% of today's seniors are using technology to manage their health and 40% have said they prefer SMS and email to IVR. Understanding your members and targeting them with a strategic mix of of IVR, SMS and text can help you hit a home run with seniors.

Want more? Listen to a full replay of the webinar to learn more about leveraging multi-channel technology to automate communications at scale.