Insights to Elevate the Member Experience in Healthcare
Apr 26, 2021
In honor of Patient Experience Week presented by the Beryl Institute, we wanted to highlight some of our healthcare clients who are elevating the member experience across the healthcare journey, from streamlining prior authorization approval to providing proactive support and resources post-procedure, all through our frictionless, digital channel.
We gathered insights from a conversation between our CEO, Matt Gillin, and three healthcare client panelists, Lindsey Knight, from Highmark Health, Erin O’Connell, from Blue Cross Blue Shield of Minnesota, and Erin Thurston, from Independence Blue Cross, who innovatively tackled the member experience challenge accelerated by the COVID-19 pandemic and continued to drive outcomes during that time and beyond. These insights have persisted throughout this new age of digital transformation and offer important learnings for CX leaders across all industries. We have compiled the insights below, but if you are interested in hearing the entire conversation, please visit this link.
Establishing Digital Connectivity
The first theme that emerged in creating a successful member engagement program was to establish digital connectivity with members early and often. At the peak of the COVID-19 pandemic, these health plans were able to leverage their already established digital relationships with members, allowing them to share important information and health updates at a moment’s notice. Now that they have established, trusted connections with members, they can deliver individualized, frictionless experiences throughout the entire member lifecycle.
Member-First Engagement Strategy
The second point that our panelists highlighted was a member-first approach to their engagement strategies, centering around making the experiences as frictionless and easy as possible for each member to engage. While providing the right content is important, delivering individualized experiences on a familiar, secure and preferred channel is what fosters authentic, longer lasting member relationships. Member expectations have risen in the past year, so it is paramount to build a strategy that effectively meets or exceeds those expectations.
Better Engagement = Better Outcomes
The last point the panelists shared centers around delivering meaningful and impactful experiences to drive the desired outcomes both for the member and for the business. The ability to deliver an experience tailored with the right information to educate or guide members to take action at their unique place in the member journey is a game-changer for member experience in this digital world. When looking at specific examples presented by our healthcare leaders, the impact of proactive, individualized messaging is clear given the outcomes shared.
Relay is proud to be helping these innovative healthcare partners achieve their member engagement goals and drive the important health outcomes for members that positively impact their experience. If you are interested in learning more about how Relay can support your member engagement strategy, request a demo here.