“There’s a whole new range of possibilities for interacting with members through digital medium.”
Marketing and communications in the Medicare Advantage space have evolved significantly in the past five years. Leaving behind a one-size-fits-all outreach approach, today’s best practice is messaging for a journey of one—targeting unique individuals or groups of individuals with similar needs. For example, health plans would want to communicate differently with members who have chronic conditions versus healthy members. Deploying specific-to-the-member messaging engages the member, grabs their attention, serves them up with relevant information, and guides them through a progression of messaging including calls to action.
Messages are deployed via a number of digital channels such as email campaigns, social media, and newsfeed ads. Make note, that the depth of modern-era outreach is expanding rapidly to include cutting-edge technologies such as artificial intelligence voice technology bots and care robots.
It’s important to remember that all of these digital tactics are not just forms of communication flowing back and forth. It’s a form of optimizing and understanding the communications. Most digital interactions leave a trail of data that can be analyzed with machine learning and artificial intelligence tools.
What that means ultimately, the member journey with the plan and with their own health no longer needs to be an isolated journey. The member’s health trajectory with the plan can be smooth, seamless, and guided by the hand of these digital tactics and insights.
About Our Guest: Andrea Wallace (Dre) has a background in product development and is an innovator in solutions for healthcare organizations. Wallace has served in a variety of roles across the technology industry as an innovator, investor, and strategist. She is the recipient of the 2019 Nolan Groce Business Leadership Award for her work in the startup and entrepreneurial ecosystems.
Resources:
Tech Adoption Climbs Among Older Adults. Monica Anderson, Andrew Perrin. May 17, 2017. https://www.pewresearch.org/internet/2017/05/17/technology-use-among-seniors/
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