Product Code: US41039916
This IDC study discusses customer engagement planning for payers."As health insurance benefits and pricing become commoditized through the Accountable Care Act (ACA), the customer relationship becomes paramount for payers. Annual marketing campaigns are being replaced with continuous presence techniques combined with segmentation approaches historically only found in retail and financial services. This personalization must be tempered with a healthy respect for privacy and security, or the customer experience (CX) could go from a payer/patient health partnership back to the adversarial claims-based days of the past. Customers now have choice and will switch payers if their experience deteriorates; they expect more, like other retail or financial experiences they have," states Jeff Rivkin, research director for Payer IT Strategies at IDC Health Insights. "Customer fear of health insurance companies is a real success factor with adopting the semi-retail approach to interacting with the member/patient in a way that is now possible technically, but culturally difficult. Engaging customers to develop a trust with their payer equivalent to the trust found with their medical providers is a lofty goal, but this is the partner-in-care customer experience desired by payers."
IDC PlanScape Figure
Why Is Customer Engagement Planning for Payers Important?
- Overcome the Historic Customer Fear of Health Insurance Companies and Develop a Loyal, Trusting Relationship
- To Be Technically Equivalent to Other Industries in the Mind of the Customer
- Connect Physical Life and Digital Experience
- Enable Transaction Ease by Providing Customer-Facing Software That Is Easy to Use
- Enable Patient Care Ease
What Is Customer Engagement Planning for Payers?
- First, Separate the "Customer Experience" from "Customer Engagement"
- For Payers, It Is Not Quite "Retail Customer Engagement" But That Is a Reasonable Model to Measure Customer Engagement Maturity
- Historically, Customer Engagement Was Disconnected from Patient Engagement
- Five Contact Points Drive Consumer Engagement with the Health System
- Conversely, Five Contact Points Drive Consumer Engagement with Payers
- Solution: Extend the CRM Model to Unify the Customer and Patient Approaches
Who Are the Key Stakeholders?
- Tripartite Integrated Strategy
- Internal Coordination
- External Partners
How Can My Organization Take Advantage of Customer Engagement Planning for Payers?
- Adopt Retail Best Practices as the Maturity Benchmark
- Reinvent Customer Intimacy Through Relationship, Relevance, and Reciprocity
- More Than Retailers, Increase Respect for Privacy/Security; Rethink "Opt-In"
- Enable Marketing Sophistication by Adopting Customer Engagement Software
- Optimize Your Marketing Efforts Segmenting Administrative and Clinical Data
- Ease the Enrollment Process and Set the Stage for an Ongoing, Powerful Lifetime Customer Relationship
- Digitally Transform Your Customer Service Efforts Making Every Interaction an Opportunity
- Adopt This Marketing Technology to Help the Company Survive a Breach
- Be Continuous in Your Presence with Your Customer, Providing Loyalty/Stickiness
- Open the Traditional Network for Member Convenience for Continuous Presence
- Open the Traditional Network to Virtual Care for Continuous Presence
- Use Connected Devices for Continuous Presence
- Use Technology to Move and Capture the Message toward Patient Well-Being, Not Just Good Health
- Use Social Media for Continuous Presence