3 Problems That Could Hurt Your Member Engagement Strategy

August 5, 2019 Jeanette Stern

If you were to type the words "member engagement" into any search engine box, you will receive millions of results. This is proof that member engagement continues to be one of the hottest topics in the healthcare industry. While member engagement continues to be a major topic of discussion and an important one, many health plans find themselves facing a variety of obstacles when it comes to getting it right. 

As a health plan provider, you should already be aware that interacting and connecting with your members will place you in a winning situation. When you are able to increase your member engagement numbers, your health plan will begin to see a variety of benefits, including the following:

  • quality score improvement
  • satisfied plan members
  • the ability to maintain your members and bring in more
  • health plan quality improvement
  • better health outcomes for your members

Unfortunately, not all health plans are having the level of success they want when it comes to member engagement. Honestly, many health plans were not putting too much effort into increasing member engagement in the past. Today, health plans have been asked and encouraged to place more attention on their member engagement strategies.

Unfortunately, due to the lack of effort or understanding in the past, many health plans find in very challenging to create a member engagement strategy that will be effective and efficient. If you want to improve your overall health plan member engagement strategy, there are some things that health plans have done that have resulted in an inefficient and ineffective member engagement strategy.

Failing To Create A Tailored Experience

Your health plan members have certain expectations as it relates to their membership experience. Your members do not want to receive a generic experience. Your members chose your health plan because they believed they would receive an experience that would be personalized based on their health needs. Unfortunately, many health plans are falling behind when it comes to effectively marketing and advertising to their plan members. 

If you effectively use the health data that you have access to, you will be able to determine the type of information your members need to receive. You will be surprised at the changes you will see when your members start to receive content that they can relate to. It is important that you are aware of the preferred communication channels of your members.

If you are sending content through a channel they rarely use, they will not receive the relevant content you are sending. Determining your members' preference will help enhance your member engagement strategy and increase member engagement. You will also see a reduction in the costs of your health plans.

Failing To Focus On the Right Audience

We know that many businesses and organizations will prefer to reach as many customers as possible, regardless if they are right for the business or not. Many health plans make this mistake as well. There are many members who are part of your health plan who are not engaged and many who have chronic conditions. 

When you focus on members who fall into either one of those categories first, you will give yourself a better chance to improve your impact. Separating your members will give you the chance to determine which members are not engaged and not compliant and which members are already engaged and compliant. This will give you the best opportunity to accurately determine which side can gain the most from increased efforts in member engagement.

Failing to Focus On The Right Activities

As mentioned above, it is important to remember your audience and who can benefit the most from enhanced engagement. It is also important to focus on the right activities. When you notice multiple gaps in health care, it is important that you find the healthcare activities that will have the most impact in closing those gaps. 

Not all of your members will need to complete the same activities because everyone has different healthcare needs. Even your members who have not been engaged recently can still be motivated and encouraged to participate in healthcare activities when they receive content that has been personalized just for them.

Some of your members will need to receive content encouraging them to complete various types of exams, wellness checks, and screenings, including testing for diabetic retinopathy, osteoporosis, diabetic eye exams, and more. Personalizing the engagement content based on what they need will have a better overall impact on your entire member engagement strategy.

Are you ready to enhance your member engagement strategy by delivering the content your members need? Contact us today for more information on member engagement.

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