Don't Miss the Mark: How to Collect and Leverage Member Preferences
By Welltok Marketing
Healthcare consumers are busier than ever, which makes communicating with them harder than ever. It is increasingly important to meet them where they are. Are you equipped to do so? Or are you avoiding non-traditional channels – like text messaging and mobile – because of strict TCPA rules and a lack of complete contact information?
In the first quarter of 2018, our experts spoke with dozens of health plan leaders about their member engagement strategies. More often than not, we found executive teams were struggling to organize outbound communications, control spend and improve NPS scores from members who are increasingly fatigued and dissatisfied with the communications they receive.
It's easy to relate. Think about the time you received a paper statement in the mail from your credit card company after opting-in to email communication. Or provided your home phone number to a doctor's office, but received a call on your cell phone?
Now, there is a way for health plans to better understand their members’ communication preferences and serve them in new, more thoughtful ways. Read the following tips that we shared with your peers on how to find the right solution.
Three Critical Components to a Successful Member Preference Collection Solution:
1. Leverages the latest technology. With steep TCPA fines ($500 per text/call), isolated and incomplete data sets, and an unhappy member base, changing your organization's processes and technologies can often be viewed as challenging - or even harmful. Make the change easier by selecting a solution that is automated (and TCPA-compliant), multi-channel, and brand-specific.
You have very few opportunities to simultaneously engage your consumers and collect their feedback, so make sure your campaign includes messages that can be easily customized and delivered via multiple channels for a more personalized experience. Leverage automated outreach technology to guide the consumer through the process of confirming their information and opting in to email or SMS messages with direct language and sequenced prompts. This leaves your staff free to focus their time on other high-value opportunities.
2. Easy-to-use and accessible to all departments. To avoid having your data stuck in department siloes, your solution needs to store member preferences in a way that is easily accessible across the organization. By providing enterprise-level transparency around communications and member preferences, you can begin to prioritize urgent messages, eliminate unnecessary or duplicative communications, and maintain higher levels of member satisfaction.
Furthermore, with data privacy issues running rampant and departments using various systems to house information, it is essential to understand regulations and manage data across your organization in a secure and compliant way.
3. Tracks best-value data. Today's consumers have multiple email addresses, phone numbers, and in some cases, even physical mailing addresses on file. Your campaign results - and resource utilization - go down the drain if you have to guess at the best email address or call multiple phone numbers to reach a member.
Your member preference solution should be able to provide (A) the preferred channel for each consumer and (B) the correct information when multiple options are available (generally this is determined based on collected preferences and the history of previous interactions). Together this is known as "best-value" data and is the backbone of successful campaigns and happy consumers. By making it easy to extract verified information and channel preferences, while understanding organization-wide outreach history, you will be able to greatly improve your message efficacy and member experience.
If your organization needs help implementing a solution that can help improve the member experience, enhance your data sets and drive ROI, our experts can help. Let's talk.