Posts tagged "payers"

July 16, 2014

The Reinvention of Healthcare Experiences (part 2)

Posted by

 

With expectations conditioned by immersive retail experiences, consumers today are making better-informed decisions in almost every aspect of their lives. And in healthcare, where regulatory and competitive pressures have never been greater, the demand persists for secure omnichannel access to personalized content.

CES 2014
(Meredith Daul, UnitedHealthcare;  Mike Jackson, Adobe) 

 

In the last post, I began sharing my “High 5” factors for agile healthcare marketers to consider as they strive to nurture meaningful connections and deliver measurable results in this dynamic environment.

Now let’s pick up where we left off…

 

4. Tap the Power of Community

The mainstream assimilation of mobile devices and related expectations of immediacy have more consumers turning to social media for validation. Social is the most convenient channel for consumers to connect with their peers and confirm the personal applicability of any messaging.

In fact, a recent PWC study revealed that nearly 90% of young adults (18-24) would engage in health activities or trust information found via social media, and more than 80% are likely to share that information with others.

.

That may explain why many commercial marketers, in attempt to get in on the action, make the mistake of reactively chasing the latest buzz-word, trend, or social network.  Meanwhile in the public sector, program managers and communicators have traditionally erred in the opposite direction, making minimal investments in social media and missing out on cost-effective opportunities to connect with citizens.  That trend in government has been improving in recent years, however, particularly among public health agencies in the US.

For starters, healthcare marketers must demand strict adherence to privacy policies and a clear means of measuring ROI (more on that later). Additionally, innovators will leverage the multiple layers of social media to capitalize on its most valuable byproduct: access to unfiltered conversations occurring naturally between their customers.  By actively listening, marketers can go beyond “followers” and “likes” to develop more effective social strategies and even set organizational priorities that better align with the needs of the people they serve.

7:53 AM Permalink
June 26, 2013

Payers Use Journey Mapping as Customers Navigate the New Healthcare Landscape

Posted by

.
The model for customer acquisition, conversion and retention is rapidly changing in countless ways for health insurance companies in the US; there’s no disputing that. But the real story behind that headline is that it’s about time!

Specifically, it is all about time… the time wasted when an applicant struggles to find relevant information whenever and however she chooses to research her options. It’s also about the time it takes a member to redundantly provide information to a health plan despite the fact that it already has his entire profile stored someplace. Finally it’s about the minimal time that young healthy “invincibles” typically spend with their healthcare providers annually, and the resulting limited opportunities to build relationships or establish brand loyalty among this coveted demographic.

In record time, health payers have come to realize that their members and prospective customers are not a monolithic bloc that responds well to the traditional one-size-fits-all approach for engagement.

The value is in the journey

The Affordable Care Act marks the beginning of a new chapter for healthcare payers. Rather than focusing primarily on transactions with brokers or large organizations for group health plans, the market has shifted to require direct engagement of individuals and families, making empathy and outreach more important than ever. Consumers, as a whole, are more technologically literate and expect their healthcare experiences to be personalized, intuitive and ubiquitous, like online experiences offered by most other industries today.

customer journey map

Delivering on the promise

Adobe is the global leader in digital marketing, trusted by 10 of the top 10 retailers, 10 of the top 10 automotive manufacturers, and 7 of the top 10 banks. Our solutions and services empower enterprises to engage consumers, modernize processes, and improve outcomes by more securely deploying personalized content across all media and devices, measure and optimize it over time, and achieve quantifiable business success.

In healthcare, we help our federal, state, and commercial customers to identify and educate diverse populations with unique needs and motivators; then, deploy effective marketplaces that deliver unique targeted experiences across every channel and screen to drive participation and retention. In fact, Adobe Marketing Cloud solutions are trusted to help power federal, state, and private health insurance exchanges in over 30 states.

In subsequent posts in this series, you’ll hear firsthand from some of those innovative customers and learn how our partnerships empowered them to forge confidently into the evolving healthcare landscape.  After all, for better or worse, it’s about time!

.

 

3:37 PM Permalink