Better Data, Personalized Communications Key to Success in Healthcare

Health insurers are always striving to deliver personalized service to their members, no matter how vast their network stretches. But, delivering tailored, individualized communications is difficult when member data is so easily lost or damaged as a result of poor internal workflows and organizational structures.

Thu Apr 27 09:36:00 EDT 2017
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Health insurers are always striving to deliver personalized service to their members, no matter how vast their network stretches. But, delivering tailored, individualized communications is difficult when member data is so easily lost or damaged as a result of poor internal workflows and organizational structures.

Insurers need a single customer view that cleanses, standardizes and validates all of the data they collect about members and links them together. Often, pertinent information regarding a member can fall into siloes because there aren’t procedures in place to connect that data set with relevant information from sources inside or outside of the insurance company. As a result, some stakeholders only receive a partial view of their member’s profile, which then negatively impacts how that individual is serviced. On top of that, bad data can start to accumulate, dredging up duplicated or outdated information, or data sets that have too little context to make them useful.

Consequently, insurers need to look at solutions that validate and enhance their data to foster greater member satisfaction and improve their effectiveness and agility. Data integration management tools can be leveraged to enhance traditional data with vital contextual information, including location, demographics and more. This helps inform predictive analytics for more powerful insights that can be integrated into existing workflows and processes. 

Improve insight into who your members are and what drives their actions

By embracing these tools to drive a single customer view of all members, insurers can markedly reduce onboarding times and associated costs for new members. This greater efficiency in even just the back-office operations can greatly improve member satisfaction because more comprehensive and accurate customer records will inevitably help improve the quality and accuracy of service. 

These new collaborative workflows can also help insurers identify gaps in their networks that may be hindering the business. For instance, opportunities for collaboration across payers and providers may come to light that may have been previously buried under unclear or inaccurate data.

Personalize communications to foster member satisfaction and desired behaviors

Improvement to efficiency in how customer data is collected and analyzed also opens the door for new means of communications between health insurance providers and the members they serve. For instance, interactive personalized video can address an array of needs, including onboarding, care management and even a reduction in call center traffic volume, since customers would now have a secondary resource for their queries. 

This is supported by the fact that by the end of 2017, it’s predicted that online video will account for 74 percent of all online traffic, while four out of five consumers believe that demo videos are helpful in helping them build trust with a company. 

Pitney Bowes is a leading provider for customer engagement solutions in the healthcare industry. To learn more about what our many tools can bring to the table for healthcare providers, visit us at the 2017 National Summit, booth 118.