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    Five ways health plans can ‘personalize’ the member experience


    According to a report by Prophet and GE Healthcare Camden Group, a whopping 81% of consumers are unsatisfied with their healthcare experience

    And the happiest ones? They use the system the least.

    ColopyColopyIn order for healthcare plans to improve member satisfaction, re-enroll members year after year, improve their scores, and make the member experience outstanding, they must use big data and predictive analytics to create a member journey that’s relevant and highly personalized.

    Since only 10% of healthcare executives are doing so, according to a recent KPMG survey, there’s an opportunity for healthcare plans to get ahead of the curve.

    Here are five ways to use big data and predictive analytics to get insights about members and create a personalized member experience.

    1. Create customized content

    According to a survey by Xerox Corporation, 36% of members want personalized communications from their healthcare insurance providers.

    Instead of sending a direct-mail campaign to all of your members with generic healthy living tips for example, use data to understand individual members and send them customized content.

    With personal health data, health risk assessments, results from provider visits, hospital claims and prescription fulfillments, you can create targeted campaigns that are personalized for individual members and their specific health conditions.

    For one member who is pre-diabetic for example, a targeted campaign might include a direct-mail invitation to a local seminar, a video that explains the welcome packet and an outbound call about ways the member can lower blood sugar.  

    Another member who recently had a baby might benefit from a campaign that includes an email to congratulate the member, tips on caring for a newborn and a coupon for diapers.

    Next: Talk to members where they are


    Tim Collopy
    Tim Collopy is the vice president of healthcare development at Dialog Direct, where he is responsible for helping provide custom member ...
    Peter Schmitt
    Peter Schmitt is the chief strategy officer at Dialog Direct, where he provides strategy formulation and execution across multiple ...


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