Leveraging digital health to build a better member experience
As consumers show a demand for a more consumer-centric healthcare experience, health plans can no longer afford to not have an effective digital health strategy in place. We’ve outlined some key findings and ways that health plans can transform their member experience with the implementation of a digital health strategy.
Convenience / consumer experience
The retail experience has changed the way consumers expect to receive services. While healthcare entities have aspired to reach a more consumer-centric approach, they have notoriously fallen short. According to the JD Power 2018 Commercial Member Health Plan Study, customer satisfaction with health plans is lower than most other industries. Key findings show a struggle for members to navigate their plan, lack of communication and ongoing engagement, and demands for better customer service as experienced within other industries.
This suggests health plans have an opportunity to better leverage digital health tools to help enhance the member experience.
Build Lasting Brand Loyalty
Creating a personalized experience, that makes healthcare approachable and reduces friction points for members, is key to improving the patient experience and building brand loyalty. Implementing a digital health strategy needs to be able to meet members at their technology comfort level. A mobile app will not work with every patient, and a digital strategy should include solutions for individuals with a range of technology comfort levels.
Provide Individualized support
A patient’s health journey can constantly be changing, and every patient is different. Patient advocates/ case managers can communicate directly with patients, if they learn that a patient may need some additional support or guidance - they can provide timely individual advice and support, as well as help ensure the patient is navigated to an appropriate level of care.
Life365 patient engagement applications include surveys, medication reminders, patient education articles, and the ability to capture and monitor biometrics like blood pressure and weight. Certain events, like abnormal biometric readings, can trigger notifications to case managers, who can then provide a timely intervention, if needed.
The ability to communicate with members and help them successfully navigate among providers available to them, would help increase member satisfaction. Surprisingly, only 25% of respondents in the study reported receiving this service from their health plan.
Digital health tools can help connect members to internal case management, or customer service representatives to help them navigate this service and find an appropriate level of care and provider to help meet their needs.
According to JD Power, “Digital access to personal health data and improved coordination of care could encourage further use of these lower-cost treatment channels.”
Better Self Management
Empower members with tools at their fingertips, members can access resources and educational content based on their conditions, have access to medication and appointment reminders, track their biometrics, and message their case managers when they have a question or need help.
Healthcare is no longer reactive, and members are no longer bystanders in their care-but active participants.
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