You reach for your cellphone first thing in the morning to check your email, you scan the news and in the meantime Google sends you alerts about how long it will take to get to work, and when and where is your first meeting.
All of this happens in the first hour of your day. Easy to access and intuitive technology drives your interactions and your decisions – making your life simpler and easier.
Shouldn’t your customers expect the same from you?
Industries like banking and tourism began undergoing digital transformation in the early 2000s. Healthcare has lagged but is catching up quickly. Customers are tech savvy and expect the same from Health Plans as they do from any other service provider. How can Health Plans stay ahead of these expectations?
Health Plans, Please Make way for CCM!
Health Plans communicate with their members through varied documents beginning with ID cards, welcome kits to bills, statements, policies and explanation of benefits (EOB).Broadly these communications can be divided into three categories :
- Structured output that runs in large volume batches ( Confirmation/ rejection letters, bills etc)
- Interactive output that marries custom content or data with preset structure (EOB, confirmation for plan change, patient discharged on medication etc.)
- On-demand output that gets triggered by multichannel request (Premium payment invoice, cancellation notice etc.)
For a Health Plan to expand enrollment, maintain adequate providers network and provide better service, there is an inherent dependency on effective communications. And to provide effective communications Health Plans need a customer communication management solution that delivers consistent, timely, accurate and personalized communications across multiple channels.
Gartner defines customer communications management (CCM) in its ‘Magic Quadrant for CCM Software’ as “the strategy to improve the creation, delivery, storage and retrieval of outbound communications, including those for marketing, new product introductions, renewal notifications, claims correspondence and documentation, and bill and payment notifications.”
A CCM solution can help Health Plans reach customers digitally at every step of the customer lifecycle –
- Reach: Create targeted communications for marketing campaigns, direct mailers and proposals to draw customers. The built-in template library offers multiple templates and helps you design creative campaigns.
- Acquire: Communications like welcome kits needs to be delivered on time and through member’s preferred channel. With CCM solutions supporting multiple communication channels such as web, email, print, sms and social media, reach out customers through their preferred channel and make a lasting impression.
- Retain: Monthly transactional documents and correspondences such as EOBs, claims, request acknowledgements and final determinations should be delivered consistently and securely using features like password protected pdfs thereby ensuring a consistent level of service.
- Grow: Transactional documents which are sent on regular intervals, offer you an opportunity to cross and up-sell by presenting targeted offers, promotions and loyalty programs. CCM analyses customer demographics and suggests the best suitable offers for promotion.
In 2017 approximately 8.6 billion bills and statements delivered to consumers in the U.S. will be paperless (Source: InfoTrends)
. With customers going digital, Health Plans need to adopt CCM solutions that deliver the right message to the right audience at the right time and through the right communication channel.
