Engaging members is essential to delivering great service and building loyalty. But engagement is more than just communicating with members. It’s about connecting with them in a way that makes them feel both known and heard. There are two interrelated components of this: what is known and can be understood about them (the data) and how the connection is made, which includes the channels and content delivered in member conversations.
Health insurers have a powerful opportunity to strengthen their relationships with members by exploring how both of these aspects can help personalize member journeys. This can be a gradual, continuous improvement approach that builds on current tools and processes. The goal is to uncover how to better tap into what members are thinking in order to deepen relationships, improve service and strengthen business performance.