How to Consolidate Healthcare Member Communications and Drive Engagement
Effective healthcare member communications are the cornerstone of member engagement. Members appreciate receiving the information they need in a seamless and convenient manner. However, with so much to communicate, it can be challenging to consolidate these crucial communications while still driving engagement. In this article, we’ll explore key strategies to achieve this.
Strategies for consolidating and enhancing healthcare member communications
Payers can employ several strategies to consolidate healthcare member communications and boost engagement:
- Embrace multichannel delivery
- Utilize diverse media and visuals
- Include QR codes
- Determine member preferences
- Create member guides
Embrace multichannel delivery
In today’s digital world, people expect easy access to information. A multichannel engagement strategy that meets members on their preferred communication channels is crucial. This includes traditional channels like direct mail, as well as digital channels like email and text messaging.
McKinsey survey results show that most people prefer digital solutions for their healthcare needs like shopping for a health plan, checking health information, and monitoring health metrics. If you haven’t focused on your digital communication channels, consider enhancing your digital communication strategy. Explore channels like text messaging, email, member portals, and mobile apps.
Multichannel strategies not only benefit members but also healthcare organizations. Research indicates that companies with strong multichannel customer engagement retain an average of 89% of their customers, compared to 33% for companies with weak multichannel strategies. Therefore, multichannel engagement strategies can contribute to increased member retention.
Utilize diverse media and visuals
Consider the types of media you use for your communications. If you rely heavily on print communications, explore how you can reinforce key messages in other ways. For example, could your messages be turned into engaging videos and made available on your member portal or app? A video welcome series demonstrating how to use your portal is a great example. Research shows that a majority of consumers prefer watching a video to reading about a product. Providing members with the information they need in a format they prefer can significantly increase engagement.
Using charts, tables, and other visual assets to explain benefits is another way to consolidate healthcare communications. Visual representations that clearly and accurately explain benefits can save you from writing lengthy paragraphs of explanation while providing members with an easy-to-understand visual aid they can reference at any time.
Include QR codes
QR codes can enhance the convenience and engagement of member communications. Including a QR code in a printed healthcare communication allows you to provide members with instant access to additional information without cluttering your main message. It’s a convenient way for members to access more information without receiving additional mail or digital messages.
The initial member mailing of ID cards is one of the most opportune times to connect with members and compel them to take action. Applying optimized stickers to ID cards, with a clear call to action and accompanied by a QR code, has been shown to significantly increase engagement.
Members can use their smartphones to scan QR codes in your print communications to access further details through a digital channel. This is an excellent example of how a mix of traditional and digital communication methods can work together.
Another example is to ensure members have a fast and secure way to access their ID cards wherever and whenever they need to—whether that’s through a portal, app, or digital wallet. This convenience factor will go a long way in driving utilization, engagement, and a positive member experience.
Determine member preferences
Allowing members to select their communication preferences is a simple yet effective way to consolidate healthcare communications. You can ask members about their preferred communication channels when collecting their contact information. The sooner you know their preferences, the less time you’ll spend crafting and sending ineffective communications.
If possible, A/B test your communications to see which types of messages resonate most with members. Also known as split testing, A/B testing allows you to experiment with two versions of a message and compare their data to see which one performs better. This provides concrete data on what your members engage with and what they ignore. Consider A/B testing live chat communications, emails, and text messages. Experiment with different variables like calls to action and levels of personalization.
Create member guides
One of the best ways to utilize a multichannel approach, consolidate healthcare communications, and drive engagement is to create member guides. Member guides allow you to engage members and increase their satisfaction by consolidating crucial information into a single, personalized kit. This makes it easy for members to receive important plan documentation in a streamlined and organized way.
Member guides are an effective way to create a personalized experience for each member or group, which is especially important in healthcare. Personalized messaging makes members feel more appreciated, respected, and valued, which drives enrichment and retention. According to McKinsey, 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when this doesn’t happen. Frustrated members are less likely to engage and more likely to switch plans.
Utilize the data you already have on your members to personalize your member guides and other communications. Research indicates that a majority of consumers only engage with marketing messages customized to their specific interests. The more personal your messages, the more likely members will engage with them. Consider their member journey and what information they expect from your communication. Strive for hyper-personalization whenever possible.
If you’re interested in learning how to create effective and engaging member guides, check out our on-demand webinar: Best Practices to Increase Benefit Engagement with Member Guides.
Key takeaways
When aiming to consolidate healthcare member communications and drive engagement, remember these key strategies:
- Embrace multichannel delivery
- Utilize diverse media and visuals
- Include QR codes
- Determine member preferences
- Create member guides
We’d love to partner with you to optimize your communications and accelerate member engagement. Contact us today to discuss our solutions.