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  • admin 9:51 am on October 3, 2017 Permalink
    Tags: , , , , Pros, ,   

    Lessons from the Sentient Enterprise: Three Big Predictions from the Pros 

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  • admin 9:52 am on April 15, 2015 Permalink
    Tags: , , Enrollment, , , , , Members, , Pros   

    Health Care Pro’s! It’s Half Past Enrollment: Do You Know What Your Members are doing? 

    As the health insurance industry moves closer toward embracing a retail-oriented, consumer-focused business model, it is crucial to know as much as possible about members both before and after enrollment. Health plans that are able to anticipate and execute on interventions for better service, retention, sales and management of health, will yield the highest gains in this new consumer-focused business model. A data-driven strategy empowered by insights around individual and population needs can improve the experience for the member and improve the health of the member population while also minimizing cost. If you think about it, having a customized service for health insurance is a win-win for all parties involved.

    I recently attended a conference focused on consumerism for health plans. Most of the topics were aligned to the Accountable Care Act products and enrollees. There was a separate track for Medicare Advantage and Medicaid. As I listened to panel members discuss their approach to having a better marketing strategy or a better service strategy, the key point was focused on the best use of data.

    One member was proudly talking about his health plan’s efforts with the Private Health Exchange. He mentioned that one of their biggest challenges was that they knew nothing about these “new members.” I raised my hand and asked how many members were previously enrolled with the plan. Answer: high, actually 90%. The problem was that the reporting was based on “group level” information and thus they were unable to relate it back to the individual. So the history of a member’s risk and stratification is missing. Think about the ramifications — as they apply to the missed opportunity for health engagement, continuation of health coaching, and revenue risk.

    Consumers are free to select the health plan that meets their healthcare needs in several markets; Medicare Advantage, Medicaid, the Healthcare Public Exchange and Private Exchanges. Integrating consumer data with prospect lists and current member information reveals patterns that can be rolled up into segments of consumers. Marketing campaigns can be personalized — if the data is integrated at the consumer level — so that the offer (sales or health intervention) is tailored and the messaging is more effective to the consumer.Health-Insurance-011Effective communication strategies benefit the entire life cycle of consumer engagement from sales and marketing to onboarding of new members into appropriate health and wellness programs. Strong communication also helps avoid dissatisfaction due to changes in the provider network or formulary, and helps enable retention for those with a high consumer lifetime value, plus consistent clinical intervention to avoid gaps in healthcare. Effective data driven communication strategies will improve the bottom line.

    Health plans have multiple channels in which to market their products; the public health exchange, private health exchange, retail stores, in-house telemarketing agents, external agents, kiosks in retail malls or stores, mail and more. Integrating marketing campaign data with sales channel activity provides insight about which campaign is attributed to the consumer that’s purchasing insurance. Relating the consumer to segmentation information helps to make the next campaign smarter.

    Understanding the channel preference of each individual and the attribution between the campaign and sales channel, assists the health plan in understanding the effectiveness of campaigns and enlightenment around how segments of consumers behave. Is it true that baby boomers prefer contact via phone? That is a hypothesis that can be proven by analysis. An effective segment might be a segment of one, where it makes sense and create campaigns driven by the data and the behavior of the consumer.

    Once a member enrolls, what are all of the interactions that occur between the member and health plan? A member, as a consumer, can vote with their feet during re-enrollment. What plans are in place to understand the member experience from sales, to enrollment, to service, claims submission and health management, if applicable?

    Integrating all interactions that a member has with a health plan and analyzing patterns of behavior can provide insights to improve experience and the bottom line. Examples include: what activity leads to complaints or dissatisfaction, predict which members are on the path to multi-skeletal surgery, understand which path of on-line activity leads to a purchase of insurance, predict which members are likely not to adhere to medications required to control chronic conditions. All of these insights can be applied to improve business processes or target those members where an intervention will result in behavior change to improve health or reduce costs.

    Some new members, especially on a private exchange, are not really new members at all. Some are loyal members who were enrolled in a group product — who are now shopping and interacting with the health plan as a new consumer. Amazingly, some health plans are working with a blank slate because they are unable to relate prior claim history with current experience in order to understand the health condition(s) of new members.

    In an era of the 3 R’s, a health plan that can’t integrate all data related to a consumer stands to lose revenue in state risk pools, and misses the opportunity for early engagement into health management programs. Developing a master person index and integrating all information is critical to bridge data between products for understanding a member’s clinical profile.

    A health plan today needs the ability to identify individuals and households across all lines of business and all products. A single consumer level identifier is necessary in order to compete.

    I’m sure members who were enrolled in a group product and now enrolled as individuals in the private exchange do not think of themselves as new members. If fact, they have an expectation that the health plan already knows and anticipates their needs. A health plan should know the customer’s current and past health conditions, their preferred method of communication, whether or not they comply with health protocols, whether or not they are on the road to a more severe health condition — and if they are likely to recommend your insurance product.

    So while 2014 was the year of acquisition; 2015 is the year of retention.

    What do you know about your “new” members and who do you want to actively retain? In an era where retention will become increasingly important, understanding causes of disenrollment, which members are likely to disenroll and a consumer’s life time value will become an important factor in deciding retention strategies. It’s half past enrollment, what do you know about your members?

    Rose Cintron Allen bio sized photo

    Rose Cintron-Allen is the Practice Lead Healthcare Consultant for Teradata with over 20 years experience in the health and life insurance industries, with more recent experience in the managed pharmacy industry. Rose’s expertise is in developing decision support solutions for the healthcare industry and helping organizations meet their business challenges through technology solutions.

     

    The post Health Care Pro’s! It’s Half Past Enrollment: Do You Know What Your Members are doing? appeared first on Industry Experts.

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  • admin 9:51 am on December 13, 2014 Permalink
    Tags: , , Ever, , , Pros, , suggest, ,   

    Six Digital Marketing Pros Suggest Ways You Can Make 2015 Your Most Successful Year Ever 

    biz-1020-lAs we turn the page on the many marketing evolutions that came to light during 2014, it’s only natural to look toward 2015 with renewed optimism. January is renowned for fresh starts and new beginnings, and I know many marketers who are eager to dig into upcoming first quarter initiatives. But before you roll up your sleeves and launch new projects, let me interject one quick word of caution: There’s no sense in making changes just because you feel the urge to mix things up. If you want to be the most effective, take the time to reflect on last year’s wins and losses, and then figure out which changes will likely have the most impact in the year ahead.

    To help you get started, I asked a few of my Teradata Interactive colleagues to tell me where they think digital marketing is headed in 2015. These pros work daily alongside global brand marketers, and they answered this question: “How can digital marketers make 2015 their most successful year ever?”

    Focus on engagement

    “In 2015, you need to focus on overall engagement. Marketers tend to get bogged down too much in a click or a visit or an impression. But if you build behavioral models that track attribution over multiple touch points, you’ll start to see patterns about how and when your customers want to engage, as well as what devices they’re using. Mobile devices have changed forever how people engage with brands, so you need to start thinking about how interruptive messaging (SMS, email on mobile, push and banners), active messaging (search, email on desktop, landing pages) and more traditional brand messaging work together to drive action. To really make digital channels work, you need to look at the data differently. Your customers are telling you what they want. Are you listening?”

    Sean Shoffstall, Vice President Innovation & Strategy

    Go agile

    “The pace of change in the digital arena is breathtaking and demands that you take a song from your IT software development team’s playlist: “Go Agile!” Agile marketing focuses on adaptive plans and continual development, and it allows for quick changes or improvements enabled by analytics tools. This type of short-term planning allows change to the strategy so businesses can adapt to unpredictability in the digital arena. If even the thought of agile makes your hair stand on end, small steps with a portion of your strategy will show how it’s a winning move that needs to eventually be rolled out across the organization. For example, take a look at any approaches that originate with direct mail. Many digital marketers have inherited planning methods that look out a year in advance. That strategy needs to be updated to be more agile.”

    Lila Turner, Director, Digital Success

    Connect

    “2015 is the year to start CONNECTING with your customers, not just broadcasting to them.  For too long, the online ecosystem has become a world of persistent billboards that follow people to an inbox or a page anchor on a website. To be successful, you need to truly engage with customers and create/maintain an ongoing data-driven dialogue….and that dialogue must go both ways. Listen to your customers, even when you want the information flow to throttle-back, and understand that 1st party opt-in is quickly becoming the currency of marketing’s future.”

    Mark Hodges, Sales Director

    Embrace all the data

    “Before moving forward in 2015, I recommend that digital marketers actually take a step back to embrace all their data. Wholly cloud-based approaches of the past haven’t been able to, and never will be able to, keep up with the volume and speed of the data in the enterprise. Whether you’re dealing with sensor data in a sports stadium or real-time point-of-sale data at a brick-and-mortar retailer, you simply cannot move those high volumes of data to the cloud in a timely manner to engage the customer in a meaningful conversation. So, recognize that you must embrace your IT partners, maintain access to all data locally, and only move to the cloud the data that is required to drive conversations. Sending one billion emails is easy. Tying one billion emails into all your data and making it actionable is what’s hard.”

    Andrew Downie, Digital Messaging Solutions Consultant

    Prove it with data-driven processes

    “All too often, marketers institute highly complex strategies without the data to back them up. In 2015, marketers, in general – and especially those in the digital space –need to focus on data driven marketing, i.e., building data-driven processes that actually prove their strategy through consistent analysis and optimization across channels. As the omni-channel integrated marketing landscape continues to grow, the key will be to understand and quantify what truly influences a consumer to take the action desired. Even an email that’s not opened could very well be more effective than you might think – provided the engagement with the customer is truly a connection, thus acting as a requested reminder to convert via another channel, say the web. We all need to break our mentality of analyzing channels in silos via antiquated methods. Build a model of data consumption, and never stop challenging it. If you ‘do what we’ve always done,’ you’ll be left in the dust in 2015.”

    Lucas Mays, Director, Implementation & Architecture

    These are all great insights to consider, and I’d like to add my own, as well. As I see it, digital marketers are facing some tough decisions in 2015. Given the explosion of data and the prevalence of 24/7 channels, many are failing to deliver the one-to-one marketing that we all know is critical to customer engagement and loyalty. The necessary digital marketing talent is often hard to come by, and internal relationships with IT are difficult to develop and maintain. Going forward, the most successful digital marketing professionals will overcome these two challenges by carefully evaluating internal strengths, and then looking beyond existing in-house resources for help to fill the gaps in both talent and tools. This year I predict we’ll see more blending of tactical internal marketing organizations with external digital strategists, both backed by integrated data/communication tools to get the job done.

    Here’s to making 2015 a digital marketing success!

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