Personalized Member Experiences: An Urgent Priority for Health Plans

It’s no secret – today’s healthcare consumers’ expectations are being shaped by their retail experiences, where organizations like Amazon leverage data to deliver more personalized customer experiences and build brand loyalty. And in this data-driven healthcare environment, how should health plans leverage the mountains of data available to deliver more member-centric, personalized experiences – even for the most complex member?

The answer: modern care management and member engagement technologies.

The Data Revolution in Healthcare

In recent years, the healthcare industry has experienced a paradigm shift in the way data is collected, processed, and utilized. Health plans now have access to vast amounts of data, ranging from medical records and claims history to patient preferences and behavior patterns. This treasure trove of information holds the potential to transform the way healthcare is delivered and experienced.

In the retail world, personalization is king. Companies like Amazon use algorithms to analyze customer behavior and preferences, offering tailored recommendations and a seamless shopping experience. Similarly, health plans can harness their data to gain insights into members’ health journeys, enabling them to offer personalized care recommendations, wellness programs, and omni-communication strategies.

The Role of Modern Care Management Systems

Enter modern care management systems – the linchpin of delivering personalized member engagement. Advanced care management platforms, like GuidingCare from HealthEdge, not only centralize and manage large amounts of health data but also employ advanced analytics and AI-driven tools to interpret that data effectively. This enables health plans to identify high-risk members, predict potential health issues, and intervene proactively.

Imagine a member with a history of chronic back pain. Through the integration of various data sources, a care management system can identify this trend and recommend tailored exercises, physical therapy sessions, or relevant specialists and services in the member's network. By providing such personalized suggestions, health plans not only contribute to better health outcomes but also foster a stronger sense of member loyalty.

Building Trust Through Communication

Effective communication is a cornerstone of personalized member engagement. Health plans armed with modern care management systems can communicate with members using their preferred channels, whether that's through a mobile app, email, text messages, or even video calls. These platforms can send reminders for preventive screenings, medication schedules, and wellness activities, ensuring that members stay on track with their health goals.

In a recent study of more than 2,800 healthcare consumers, 88% of respondents noted that when health plans adhere to their communication preferences, it can have a position impact on overall member satisfaction.

Furthermore, these communication channels can be used to educate members about their health conditions, treatment options, and available resources. By empowering members with knowledge, health plans build trust and engagement, leading to better adherence to treatment plans and a deeper sense of partnership in managing health.

Navigating the Regulatory Landscape

The healthcare industry has seen a push towards data collection and sharing, spurred by new policies and regulations for 2023 and beyond.

In July, CMS released its framework for health equity that prioritizes the collection, reporting, and analysis of comprehensive, interoperable, standardized individual-level demographic and social determinants of health (SDOH) data, including race, ethnicity, language, gender identity, sex, sexual orientation, and disability status. Health plans should focus on leveraging this data to identify populations where non-traditional care services can have the greatest impact.

The Interoperability and Patient Access final rule established policies that break down barriers in the nation’s health system to enable better patient access to their health information, improve interoperability and unleash innovation, while reducing burden on payers and providers.

Modern care management systems play a crucial role in complying with these and many other regulations while leveraging the shared data to offer comprehensive, coordinated care and delivering a more seamless experience to members.

Real-World Examples of Personalized Member Experiences

• Care managers with access to SDOH data can more easily identify risks, such as food insecurities or transportation barriers, and refer members to social services in their area that can mitigate these risks and improve care plan adherence.
• Health plans with modern CAPS are more agile and can more easily configure new benefit plans that meet the unique needs of certain populations.
• Members equipped with modern engagement platforms can take control of their healthcare journey and better understand their financial responsibilities to make more informed decisions.
• Providers with greater access to health plan policy and pricing data can proactively understand payer policies and recommend care services and medications that are covered under the member’s plan.

The Road Ahead

Health plans that successfully implement modern care management systems stand to gain a meaningful competitive edge with today’s healthcare consumers. They can differentiate themselves by offering truly member-centric experiences that drive better health outcomes, higher member satisfaction, and stronger brand loyalty.

The era of personalized member engagement in healthcare is upon us. Health plans have a unique opportunity to transform their services by harnessing the power of data and modern care management systems. By leveraging insights gained from data analysis, providing tailored recommendations, and fostering meaningful communication, health plans can build trust, improve member satisfaction, and ultimately drive better health outcomes.

To learn how your organization can leverage data and advanced technologies to deliver more personalized member experiences, visit the GuidingCare page on the HealthEdge website at www.healthedge.com.