Authored by Alyssa Alsheimer, Senior Vice President of Marketing and Engagement at Wellframe
Health insurance is not one size fits all, and health plans need to tailor their engagement approach to better connect with members.
Recent research by Wellframe found that 60% of respondents felt the information and care they received from the healthcare system was not personalized to them. This is a clear indication that health plans are not doing enough to meet the needs of their members.
To change this, health plans need to put themselves in their members’ shoes and truly assess what will make them feel valued and cared for. Only then will they be able to develop the personalized strategies that are needed to engage members throughout their health journeys.
Meeting members where they are
Health plans are more than a strong network of physicians. They are about providing members with access to quality care and resources. However, many plans have struggled to show value beyond their networks.
This has led to a race to the bottom in terms of price, which can reduce revenues and hurt the ability of plans to invest in the innovation that will help them meet members where they really are. A Wellframe survey found that 42% of members said they had been frustrated when seeking help from their health plan. Clearly, health plans need to do more to show their value to members with access to quality care and resources.
It's important to remember how people prefer to engage with health information. Different people want to consume health content in different ways; after all, we all have unique needs and preferences. Some people want quick, easy-to-digest facts, while others want in-depth analysis and discussion.
The key is to meet your members where they are and test to make sure messages actually resonate and make sense to them. If you can do that, you'll be well on your way to creating content that truly makes a difference in people's lives.
Engaging members on health topics
It's no secret that health is a sensitive topic for many people. To address sensitive topics effectively, we must first understand the external factors and social determinants that impact the ways members approach their health. Only then can we meet them where they are and provide the support they need.
For some, Covid-19 has been a health and wellness wake-up call and now have higher expectations for their health plans. They want a plan that will not only provide them with the coverage they need, but also help them to stay healthy and engaged with their health.
Unfortunately, as many as 58% of health plan decision-makers are not satisfied with their current suite of member experience technology, according to Wellframe’s research. This means that there is a great opportunity for health plans to improve their offerings. By investing in new technology and making it easier for members to connect with their health plans, they can make a real impact on the health and well-being of their members.
Digital engagement is the key
As many of us now live increasingly digital-first lives, it's crucial for health plans to connect with members online. Not only does this provide a convenient way for members to get the information they need, but it also helps to build trust and transparency.
One way to engage members more easily is to create a bi-directional communication platform where members can ask questions and access resources. This gives members a comfortable space to reach out to their health plans instead of scouring the internet and surfacing conflicting answers to their queries.
Additionally, an engagement platform like this can allow health plans to collect feedback and address concerns in a timely manner. According to a Wellframe survey, 85% of members said they would use a service that could help find and schedule an appointment with a doctor who would be best for specific health needs.
Member surveys can also help to identify areas where the health plan can make adjustments to better meet needs. By connecting with members in this way, health plans can ensure that they are providing the best possible engagement.
Marketing is engagement
Patients engaged in their own care have been shown to have better health outcomes, so it’s essential for health plans to find ways to increase engagement. Marketing can play a key role in this by raising awareness of resources and services and by creating incentives for members to use them.
That’s why, ultimately, in healthcare, all marketing is tied to engagement. The goal is to bring members and patients in better tune with their own health through engagement with their plans and healthcare providers.
About Alyssa Alsheimer
Alyssa Alsheimer has spent her career overseeing award-winning campaigns and strategies, driving measurable business growth for a variety of Fortune 500 companies. At Wellframe, she helps health plans deepen engagement with members and other stakeholders and improve their marketing efforts.