I had the opportunity to attend a prestigious healthcare convention organized by a top health insurance company. It was a huge invite-only event for sponsors who got a chance to showcase their offering at their respective booths. There was a fairly large sponsor pool of over 300 booths.
I was there in partnership with one of our partners and one of my main goals for attending this prestigious event was to understand what was relevant and trending in the healthcare space. There were many discussions around payer provider collaboration, data analytics and security, innovative models to deliver care, for e.g., retail outlets in the country, member engagement etc. The one topic that stood out to me from all these sessions was member engagement. There is currently a huge need thus there’s a huge focus on member engagement. There were 10 sessions that spoke about member engagement at various levels.
Here are my top 10 takeaways from the event:
- It is all about bringing it down to the member level. What does this mean? Member engagement should be rethought by looking at the specific member. This means knowing more about the member, understanding their context etc. instead of taking a program centric view as it might not apply to each member in your program.
- Personalization is the key. Personalization can be done using a variety of data from utilization, behavior, channel usage etc.
- Unified messaging is important. FEP has been investing in it for quite some time.
- The process of engagement for the members should be intuitive and provide value.
- Member engagement is an ongoing process. The member should learn from each interaction. It is important that the member has enough information to understand the problem. Be there to assist your members to achieve their wellness goals.
- Enrollment process should be simple so that the members can get engaged from day one.
- Rewards and incentives are always a good way to keep members engaged. It doesn’t have to be monetary always.
- Allow members to communicate with other members through a shared social network platform. It could be in the form of an app that brings all the members together.
- Seamless flow of communication through multiple channels – call, text, web etc.
- Evaluation is the key. You have to keep track of the progress so at the end, you can evaluate if your program has worked or not.
CEO, zakipoint Health