Health Engagement Done Right Leads to Big Wins
Healthcare consumerism has created a new paradigm for health plans and providers in which health engagement becomes of leading importance. The idea of health engagement is simple: its primary purpose is to help develop meaningful, lasting relationships with individuals whether they are members of a large healthcare plan, or a patient entering the hospital.
For both health plans and providers the ability to create strong health engagement experiences can have dramatic impacts on individuals as well as healthcare organizations. Successfully motivating members and patients to take an active role not only during illness, but proactively throughout their lifetime can create permanent, positive change in their health. Using data to analyze, predict, and motivate the behavior of similar groups of people can profoundly transform that population’s health overall.
Members who get an annual wellness visit are more likely to get preventive screenings for chronic diseases, but only 16% of Medicare recipients get an annual wellness visit each year.
Using Revel Connect, clients increased scheduled annual wellness visits by 10%.
For health plans, digital trust building through strong health engagement campaigns is a relatively new undertaking, one that can be further complicated by changing external pressures, evolving technologies, and even the different demographics of members themselves. Achieving strong Medicare Star Ratings is a good goal, but ratings like Stars, HEDIS, and others are really just the measures of the true end goal of health engagement: better health outcomes.
To learn more about how health engagement can motivate people to take action and live healthier lives (and boost your Medicare Star Ratings), view our SlideShare, 10 Universal Truths of Health Engagement.
Creating a Strong Health Engagement Strategy
Although initially many organizations made strong advancements in Medicare Star Ratings, that progress has stalled over the past couple of years. Based on CMS reporting in late 2017, many healthcare organizations are no longer seeing Medicare Star Ratings improvements. This is could be due to healthcare organizations using the same traditional, often outdated health engagement methods. A lack of personalization, the wrong modalities, and even poor choice of frequency can backfire, resulting in poorer results.
Healthcare organizations need to focus on strong health engagement strategies that take into account the needs, motivations, preferences, and behaviors of their members. The right health engagement strategies are customized to meet the needs of the individual, rather than delivering the same message through the same channels to an entire member base over and over again.
At Revel, we believe a strong health engagement strategy contains the following elements:
Rewards should be considered, including meaningful incentives that help increase loyalty and satisfaction.
Healthcare organizations should strive to use education that overcomes objections to desired behavior. Again, they must deliver that information in a way that is customized to the member’s preferences or it will be ineffective.
Member abrasion should be avoided through effective communications that are planned carefully. Touchpoints need to occur when it’s convenient for the individual, not sent as part of one massive, generic message.
In summary, personalizing communications can reduce member abrasion and decrease barriers to health engagement. Data helps refine those messages and target them to individual preferences, as well as predict behavior down the road.
Finally, integrating information from every source maintains a cycle of continuously updated information, so that health engagement strategies can adapt and transform to meet the changing needs of members.
Choosing the Right Health Engagement Platform
The right strategy requires the strongest technology platform available. A health engagement platform must be able to receive, manage, and deliver actionable data. It must provide the opportunity for sophisticated data analytics, and have strong, customizable reporting capabilities. All of this needs to occur within a flexible, compliant, real-time environment that is easily integrated with enterprise systems.
More than 145,000 people in the U.S. are diagnosed with colorectal cancer each year, but only about 60% of Americans over the age of 50 get preventive screenings.
Revel Connect drove over 50% of people to take and return an at-home cancer screening kit, resulting in 337% growth.
Modern health engagement campaigns require technology that can handle multiple modalities, from traditional IVR to text messaging. The right health engagement platform allows health plans to conduct custom campaigns that are not only agile, they’re adaptive, continuously learning, and affordable. And it must manage those campaigns in a trustworthy, HIPAA-compliant, secure environment.
An effective health engagement platform supports more than just specific campaign objectives and content specifications. It enhances the plan’s brand by delivering a familiar, impactful experience which in turn builds stronger trust with plan members and empowers personal, meaningful health engagement.
Humanizing health engagement requires the ability to handle data in a way that delivers a frictionless experience, while providing health plans the essential insights for driving better health outcomes and stronger Medicare Star Ratings.
“Technology supports the relationship between the health plan and member, or provider and patient – it doesn’t build it. Strong relationships are created from personalized, relevant messages delivered at the right time and in the right way.”
– Kyle Gunderson, President & CTO, Revel
Data Driven Health Engagement Experiences that are Human
Better member experiences will lead to more engagement, improved member satisfaction, higher member ratings, and, ultimately, better health outcomes. Whether they occur in person or via some intelligent, digital system, health plans must ensure that every touchpoint is humanized.
Improving the member experience, and subsequently gaining higher Medicare Star Ratings will only occur after trust is established, digitally or otherwise. A data driven culture puts the member or patient first. Removing silos takes time, effort, and a willingness to trust and collaborate between departments. Yet alignment yields huge benefits to the member and patient experience. This approach makes it easy to adapt and respond to an individual’s healthcare journey in an informed, impactful way.
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