Today, healthcare executives are dealing with a convergence of issues, including exchange implementation, Medicaid expansion, regulatory compliance and the growth of population health management programs. Underlying all of these challenges is the need to effectively engage health plan members to successfully improve outcomes, control costs and differentiate from competitors.
To learn about the most effective ways to reach and engage health plan members, Nuance recently commissioned a survey of 1,000 American health consumers and 100 health plan executives. The research makes it clear that health consumers want proactive outreach – to help them stay healthy, manage a chronic condition, etc. However, the “how” to engage and what will influence their behavior differs significantly across different groups and individuals.
For instance, the research showed distinct preferences among certain groups including Millennials (or the “Young Invincibles”), Medicaid and Medicare beneficiaries and chronic members. Not surprisingly, Millennials – those born between 1980 and 1995 – show an increased preference for digital channels like text messaging, automated voice calls and smartphone apps. However, for Medicare or Medicaid beneficiaries, the personal – and much more expensive — touch matters more. For these two groups, personal telephone calls were the clear channel frontrunner – with more than half the members in these groups citing it as their most preferred channel at 57% for Medicare members and 59% for Medicaid beneficiaries.
Among those with chronic conditions, the research showed an increasing dependence on reminders from providers or plans. In fact, when asked what they proactively do without any sort of reminder from their healthcare providers or health plans, one-quarter of members with a chronic disease forgot to take medication prescribed for their condition (26%) and 41% forgot to get regular tests or screenings for conditions associated with their illness. This “digital amnesia” means that reminders are now a mandate and not a luxury for keeping members with chronic conditions healthy. Success will involve more proactive outreach and easy-to-use self-service solutions that are available whenever members are ready.
We’ll be diving into the data with much more depth alongside our research partner, Wakefield Research, on February 4 at 1:00 pm ET / 10:00 am PT. Be sure to join us to learn more about industry trends and generational preferences, and receive a copy of the full research report.