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Closing the Gaps in Member Experience
Welcome
2
Experience Architect VP, Platform Solutions
Your Hosts
Ryan Rossier
Megan Berke
rrossier@medullan.com@rgrossier
mberke@medullan.com
@megmeetsworld
33
We’re Digital Health Experts.
• 100% Healthcare since 2005• Driven by User-Centered
Strategy & Execution
• Geared for Client Collaboration
• Focused on Driving Outcomes
4
Why is this important?
An understanding of why personalized
experiences are so important to
engaging members
What is involved?
Knowledge of the key program,
process, and people capabilities needed
to deliver personalized experiences
How will I know what success looks like?
A way to measure and compare how committed your
organization is to engagement
Creating effective engagement strategies starts here.
TODAY’S FOCUS
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Personalization is key to engagement
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A 42 year old newly diagnosed with asthma
BEN NEEDS
This is Ben’s first chronic condition, and he is concerned about his ability to adhering to the medication regiment.
“I’ve never been ‘sick’ before – I work in construction, and have long days. It’s not natural for me to take a pill everyday.”
Meet BenMEETING THE MEMBER
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Meet Ben’s Health PlanA Regional Plan servicing Medicaid eligible
members
WELLBRIDGE GOAL
Utilizing HEDIS as a key quality metric to drive care quality and improve reimbursement levels.
“It’s important to reach newly diagnosed patients quickly and find out what works best for them.”
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An impersonal experience
Hello, can you please confirm the last four digits of your social
security number for me?
The myriad of touch points creates decision fatigue.
Rx Pick Up
CURRENT EXPERIENCE
Investment in # of channels
No omni-channel communication strategy
No coordination across channels
Ben Taylor
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A personalized experienceFUTURE EXPERIENCE
Happy to help, Ben. I also see that you are
scheduled to pick up your inhaler prescription on
Tuesday. Is that still your plan?
Leverages channel preferences
Controlled touch points Multi-channel context
Personalized experiences require an integrated effort.
Rx Pick Up
Ben Taylor
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Relevant Information“Show things that matter
to me - not everyone.”
Preferred Channels“I rarely answer my phone
if I don’t recognize the number.”
Preferred Times“I won’t check my phone or
email after work hours.”
PERSONALIZED EXPERIENCE
The components of “personalized”
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Why does this matter in healthcare?PERSONALIZED EXPERIENCE
IMPROVED HEALTH OUTCOMES
Feeling empowered
Reduces information overload
Increases engagement
From “Consumer control and customization in online environments” https://repositories.lib.utexas.edu/handle/2152/18054
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How does it help drive business metrics?PERSONALIZED EXPERIENCE
IMPROVED HEALTH OUTCOMES
Increased Satisfaction and Loyalty = Higher Retention
Rates
Improved Quality Measures = Increased
Reimbursement
Reduce Utilization Rates = Lower Costs
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Where do you start?
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Define what you’re trying to measure…PERSONALIZED EXPERIENCE
PURPOSE, VISION and STRATEGY
Revenue Customer Satisfaction
Medical Cost Management
Quality Metrics
HEDIS: Asthma
% who fill Rx 50%+, 75%+
Adherence to Rx & Script
fulfillment
…and how it impacts your business KPIs.
Success Measures/KPIs
Measurement System
Outcome Measure
Behavior to affect
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Before it reaches members, engagement
starts internally.
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Internal alignment
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Business Analyst on a Clinical Team
ZOE NEEDS
To communicate to specific members (that suffer from asthma) about a new incentive program related to medication adherence for asthmatics.“I don’t know where to start when it comes to digital and non-digital member engagement.”
Meet ZoeWELLBRIDGE HEALTHCARE PLAN
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Clinical Team Leader
Meet Danielle
DANIELLE NEEDS
To assist the organization in meeting quality standards, and report business priorities to her team, as aligned to user needs.“I need to ensure that communications being sent to members are in line with our quality standards, and report on the success of communications to our senior leaders.”
WELLBRIDGE HEALTHCARE PLAN
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Communications Specialist on the Digital Team
Meet Alex
ALEX NEEDS
To communicate to internal stakeholders about their engagement solutions, and ensure that business priorities align with deployment schedules.“I am frequently caught in hallway conversations – which often cause confusion in timelines and in setting realistic expectations for member outreach.”
WELLBRIDGE HEALTHCARE PLAN
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What does alignment look like?
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METRICS & STAKEHOLDER TEAM REVIEW
SUBMITENGAGEMENT
DESIGN
CONTENTAPPROVED
DEPLOY BASED ON PRIORITIES
MEMBER & BUSINESS
NEED
Iterative AlignmentWELLBRIDGE HEALTHCARE PLAN
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When you say “member engagement,”
what is the most likely response within your
organization?
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Internal Engagement Maturity ModelBu
sine
ss V
alue
Capability
INTERESTEDINVESTED
COMMITTED
ENGAGEDEMBEDDED
“Isn’t that just a
notification?”
UNRECOGNIZED“There is a team that works on member
outreach.”
“Company-wide
webinar on member
engagement this
Friday!”
“50% I submit to SharePoint, 50% I email
my contact on that
engagement team.”
“As a clinical leader in my organization, I ensure that engagement strategy is a focus in my
team’s onboarding process.”
“We have improved
our benefit design from last year to better meet criteria for
HEDIS based on the
metrics and reporting
we’ve received.”
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Internal Engagement Maturity ModelBu
sine
ss V
alue
Capability
INTERESTEDINVESTED
COMMITTED
ENGAGEDEMBEDDED
“Isn’t that just a
notification?”
UNRECOGNIZED
“We have an
‘Engagement’
Team”
“Company-wide
webinar on member
engagement this
Friday!”
“50% I submit to SharePoint, 50% I email
my contact on that
engagement team.”
“As a leader in at my
organization, I ensure that engagement strategy is a focus in my practice’s
onboarding process.”
“We have improved
our benefit design from last year to better meet criteria for
HEDIS based on the
metrics and reporting
we’ve received.”
Where does your organization stand?
2525
What’s next?
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321 4Look internally
Measure the success and capability of your existing workflow by conducting a S.W.O.T. (strengths, weakness, opportunities threats) analysis
Focus on the data
Adopt a data-driven approach to crafting personalized care and engagement for members.
Know your base
Establish a baseline of existing channels and tools, making it easier to prioritize (based on your data-drive approach).
Adopt “lean”
Testing a “fail fast, succeed faster” mindset” enables the team – and organization – to deploy low-cost, highly effective engagement strategies over time.
FROM THE “HEALTHCARE ENGAGEMENT PLAYBOOK”
Start with these key “plays”
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The Healthcare Engagement Playbook provides guidance on how to keep in mind “engagement plays” when creating, planning and deploying consistent, effective engagement strategies for your members.
Interested in seeing more “plays” to get started?
Download the Engagement Playbook Today
Available atwww.medullan.com/engagement-playbook
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Ryan RossierVP, Platform Solutions
rrossier@medullan.com
Thank You.Meg Berke
Experience Architect
@rgrossier
mberke@medullan.com@megmeetsworld
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