Public Sector Playbook: Want health plan engagement numbers that will break the internet? Try this.

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As a means to engage members, public health plan administrators have been decking out their health plans with some alluring pulls: fancy incentives programs, new virtual care vendors, the works. But the approach fell flat, and member engagement remained low. Why? It wasn’t the plan design that needed an overhaul but the member experience.

The public sector is a diverse and dispersed workforce, scattered across the country, and varying widely in terms of age, ethnic background, education level, and even health benefits literacy. Truly reaching this varied population means launching personalized communication campaigns that tailor to individual health needs, motivations, and preferences. This helps foster engagement, guiding members to utilize their plan effectively, while improving health outcomes.

Compassionate Guidance from a Real Human

A one-size-fits-all approach simply won't work for this group. Appealing to your members requires going beneath the surface and understanding their behavioral tendencies and health history--and then using these insights to steer them to the best care. But with limited time and resources, how can you achieve this?

• AI Meets Human Expertise: Turn to benefits experts to do the math for you. Utilize AI to absorb individual members’ complex plan information and then empower Care Guides to identify cost-saving, high-value options, and urge plan members to use them.
• Guidance That is There for Them: Bots aren’t always the answer. If a member has a more complicated health need or a genuine communication challenge, such as language barriers, an automated response from a bot won’t cut it. Your members need a more nuanced conversation with a live, 24/7 human Care Guide, who will truly listen to their concerns and find an apt solution—at the moment they need it.  The Care Guides should also be able to quickly set up appointments, review bills, and coordinate referrals, leading to better health outcomes and reduced costs for you.
• Language Should Never Be a Barrier: If your member speaks a foreign language, the Care Guide should use a translation tool, such as Google Translate, to help them understand and communicate in that language.

All the Communication Styles, All Year Long

A positive member experience, especially for a diverse workforce, is rooted in clear, consistent, and personalized communication and outreach. We’ve laid out some key methods for ensuring an effective and successful communication strategy:

• Multi-Channel Approach: When it comes to reaching out to diverse groups, you have to switch it up. No one communication mode is going to land with every demographic in every context. Reach members through email, SMS text message, phone calls, a mobile app, and printed materials in multiple languages. Your communication campaigns should be as varied as your workforce.
• Personalized Communication: Targeted messages will make your members feel seen and understood. Inform members about preventive care relevant to their age, demographics and health history, and highlight high-value network providers in their area.
• Content Marketing Strategy: Develop a content marketing strategy that consistently provides valuable health information, preventive care tips, and plan updates. Utilize social media and targeted email campaigns for dissemination.
• Simplify Your Message: Avoid complex medical jargon. Use clear, concise language with visuals and infographics. Translate materials into relevant languages to ensure accessibility.
• Plain Language Standards: Implement plain language standards for all communication materials.

It’s their health. Help them own it.

Empower your diverse members to make informed decisions about their health through these three simple tactics:

• A Simple and Intuitive Hub: Offer a simple and intuitive benefits experience that puts the user first. Make it easy for members of all health benefits and technology literacy levels to be able to navigate the site with ease.
• All Benefits Needs, All in One Place: Your members have busy lives. Make it easy for them to view, find, and access all their personalized benefits information, including their digital health cards, all in one place. Simplify member access through thumbnail and Face ID.
• Virtual Care Integration: Seamlessly integrate virtual care options into the member portal. Offer information to educate members on the benefits of virtual care and how to use the platform. This can improve access to care, especially for geographically dispersed members.

Some Final Thoughts

Remember: creating a positive member experience is an ongoing and intentional journey. You can’t just support members during open enrollment season and then strand them at sea. You must create consistent and customized communication campaigns, tailor outreach and guidance to your members’ diverse needs, and simplify the entire process. Cultivating a positive member experience can improve your teams’ health outcomes, minimize health inequities, and lower costs for you. Contact us today to learn how you can spark engagement in even your most marginalized members.