By Tal Klein, CMO, Relay Network.
Whether they are receiving care for a chronic condition or a more immediate disease, patients undergoing treatment are financially, mentally, emotionally and physically maxed out. As a result, healthcare payers must toe a delicate line when approaching their member engagement strategies. For something as significant as an individual’s health, it’s critical to provide tailored experiences that are contextually relevant and avoid inundating members with extraneous information. Above all, engagements must provide value if payers are aiming to establish lasting healthy habits and create members for life.
Engagement, as defined in this context, is the way in which brands intimately connect with their members; consistent engagement affords endless opportunities to establish valuable and meaningful relationships. Until now, transactional experiences – such as onboarding, appointment reminders and claims information – have been the primary focus of member engagements. However, if payers want to serve a more unified experience, they must demonstrate ongoing care and understanding of their specific patient needs through personal interactions served during pivotal moments in each unique healthcare journey.
In 2021, healthcare payer website portal usage fell to 32% while only 16% of U.S. adults with health insurance used their provider’s mobile app, according to research from Forrester. Mailchimp puts the average email open rate for healthcare at a bleak 22%. If meaningful engagements can improve sentiment, lower costs and drive member retention, it’s obvious why 57% of healthcare payer executives seek better service and engagement as one of their top three outcomes of digital transformation.
But if portals, apps and email marketing aren’t the answer – what is? Feeds are quickly becoming the medium and channel of choice for meaningful digital engagement. Intuitive, easy to use and designed with consumer habits in mind, feeds are familiar and comfortable for users as many have been exposed to their scrollable nature through social media platforms such as TikTok or LinkedIn. Feeds offer personalized content via tailored algorithms, value users’ scarce time and present low barriers to entry. By implementing feeds, healthcare payers can harness the positive benefits of an engaged patient population. Below are some of the advantages of engaged members for life: