Leveraging Digital Technology for Consumer Engagement


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This whitepaper speaks in detail about leveraging technology for Digital Consumer Engagement


Presentation Transcript

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levera ging digital technology for consumer engagement NOUS INFOSYSTEMS LEVERAGING INTELLECT

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Industries such as Banking or Financial Services Retail Media Entertainment etc have leveraged digital technologies to trans- form the digital consumer experience and improve consumer engagement. Consumers now expect similar experience and services from the Healthcare Industry as well. This is having a big impact on the way solutions are provided and applications designed. The overall consumer experience has become more complex and sophisticated. However there is no consolation for the difficulties Healthcare organizations are going through. Healthcare organizations are being compared with enterprises in other industries on complexities with regulations criticality source information multi-channel access consolidation of information etc. Healthcare cannot afford to be left behind in spite of support from Federal and other institutions in the way it engages its constituents namely ‘Patients - as consumers. Think about the complexities and the overall concerns to all the stake holders including the patients and policy makers when public health problems like obesity or tobacco-related diseases continue to contribute in large to the overall healthcare costs. Without the right information or engagement with the care providers many contribute to the already high healthcare costs. With the proliferation of social media and other use of technology consumers can now join social communities and interact with other people with similar medical conditions and also interact with doctors online to diagnose their health prob- lems and seek out treatments as well. This white paper tries to discuss different challenges the Healthcare entities are facing especially in the Payer space and offers certain solutions that they could implement. Though the challenges appear to be more perceived rather than real they will certainly impact how care is delivered. In fact analysis has shown how consumer engagement has played a key role in enhancing healthcare quality lowering costs and providing a better experience of care. Leveraging Digital Teshnology For Consumer Engagment 2 Abstract Introduction The subject of Consumer engagement in Healthcare has to be approached with a 360 degree view rather than looking at only one or two factors.

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With the advancement in the communication technology and information technology the subject of Consumer Engagement will never be the same again. Increasing number of people are getting access to information and with proliferation of Social Media the consum- er is not just an individual. Healthcare payers over the years have built systems that effec- tively reach out to consumers but to keep up with changing times is difficult and needs additional effort. Emergence of new technologies and standards set by other industries like Retail Banking and others have forced the Healthcare industry to improve consumer engagement. Let us now examine the different challenges and find out how these can be converted into opportunities. For US Healthcare Payers the Patient Protec- tion and Affordable Care Act PPACA or Affordable Care Act ACA passed into law in March 2010 represents the most significant regulatory overhaul of the healthcare system in recent times and brings drastic changes to how things were run. Leveraging Digital Teshnology For Consumer Engagment 3 Technology has played a key role in keeping Consumer engaged in other Industries 3

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Here are some of the factors affecting consumer engagement in the Healthcare industry over the years. Health plans have lacked enterprise coor- dination of communications and had little insight into overall consumer interactions. HIX made competition even more fierce and constant. It required the payers to create a solution that was cost-effective in order to be competitive. In US markets ACA as a law opened the doors to many uninsured people through Health Information Exchange HIX. The demo- graphics of these were not uniform but diversi- fied and ethnically different. Looking at each of these there lies an opportu- nity for the Payers to take advantage of the situation. Insurers must provide customers with easily understandable and accessible information on a range of plans in order to help them make informed decisions and also to ensure a high-fidelity experience. Consumers want their healthcare information delivered in real time in a self-service capacity and in the manner that is most convenient to them. Leveraging Digital Teshnology For Consumer Engagment 4   Consumer inclination to Social Media and its involvement in an individual’s daily life is consider able. Brand equity is all in the game causing small players to fade away.  Traditional methods of consumer engage- ment in the form of portal or Helplines had little scope for improvement.  Consumer behavior changed in terms of multi-channel engagement and expectation of real-time information from all at the point of communication.  Demands on personalization of the informa- tion and speed based on the standards set by other industries.  Huge amounts of data generated but little leverage taken from Business Transaction data or Behavioral Data or Social Data.   Challenges or opportunities

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Communication System Disparate communication systems leading to lack of co-ordination and little consumer insight Regulation and Open Markets No uniform demographics and categorization of consumers Advent of Social Media Need for real-time data and formation of consumer opinions Self-Service Portals Features need to be advanced and totally engaging Personalization Consumer expects information to be personalized and consumer centric Data Management Large amount of data to manage and little leverage from it       Fig 1: Predominant challenges with consumer engagement Technology to enable Payers and serve new customers 5 Leveraging Digital Teshnology For Consumer Engagment

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According to the Department of Health Human Service – USA about 7 million new consumers enrolled into the Health Insurance Marketplaces in 2014. These numbers are expected to grow in the future and is expected to touch 200 Billion by 2019. As the numbers indicate there is a big opportunity for the payers to educate and engage this fast grow- ing group of new customers. Managing their portfolio identifying opportunities and customizing care can be enabled through the latest available tools and technologies. Providing these new customers with the option to access information and self-serve or provide provisions to complete any tasks through Omni-channel implementation will not just provide convenience but build brand equity as well. Imagine the good will it can generate in this age of social media. The effort undertaken to prepare competitive insurance plans can only make sense if it leads to positive patient experi- ence. They should serve consumers through a complex variety of channels and formats such as social media mobile web paper email member portals and the like. Leveraging Digital Teshnology For Consumer Engagment 6 Technology to enable Payers and serve new customers IMPLEMENT Customer centric capabilities INTEGRATE Relevant Channels IDENTIFY Channel Effectiveness Deliver Impact Through Integrated Multichannel Marketing Fig 2: Multichannel impact in consumer engagement

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The cost factor is not just limited to the competition getting tougher or regulations like ACA demanding cost-effectiveness but also due to consumers getting to manage their healthcare costs.. Besides pricing information adds more pressure and needs to be competi- tive and from a single source of truth. Systems cant operate in silos and provide inconsistent information. Having a cloud-based solution with all channels of communication in sync provides synergy that goes a long distance since speed is perceived to be quality. As a large amount of data is generated employing analytics to analyze the demo- graphic data business transaction data behavioral data social data and payment data helps not only in generating insights for future use but also helps in discerning current trends overcoming heretofore unknown weaknesses and identifying those aspects of the business that is working well so that it can be leveraged further.. As personalization of information comes to the fore assimilation of all the data and feedback from the individual consumer helps to keep things in sync. Payers should use the potential of analytics and big data to aggre- gate health data to enable care management personalized treatment decision support for consumers fraud prevention waste reduction and other possibilities. Payers should consider building customer experience analytics and service monitoring systems. They should analyze data from past and current customer sentiment for decision-making around future customer behavior. Use of smart phones and apps have opened up a plethora of challenges and opportunities. All access solutions have to be device-agnostic and should provide real-time information. As increas- ing number of consumers access applications through mobile devices solutions have to be quicker available all the time and should match or exceed consumer expectations. The patient portal solutions should not be limited to only providing information but more self-serv- ing and interactive in terms of what tasks consumers can accomplish like payments or comparisons raising complaints or support tickets setting up alerts or any reminders and self-learn without much intervention by the Payers support team. This also helps in setting up a leaner support team. Leveraging Digital Teshnology For Consumer Engagment 7 NOTIFY AND SERVICE On-boarding member Billing Payments Transparent Information    ACQUIRE AND CARE Consumer Education Wellness and Health Care Managment Self-Health Managment     Health Communities  ENGAGE AND RETAIN Consumer Segmentation Plan Benefit Design Marketing Campaigns Plan Enrollment     Loyalty Programs  Call Center Web Mobile Email Provider Communities Social Media Brokers Exchanges

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Educating members on plans and benefits and ensuring transparency of provider and proce- dure/ costs/ quality/ effectiveness not only builds goodwill and loyalty but also helps in communicating new features and updates. This constant engagement with the consumer helps retain them and becomes first source of information. Payers should delight customers through timely intelligent accurate and emphatic response to queries by transforming the customer response architecture . They should increase the effective- ness of interaction by spreading consumer educa- tion. Payers should attract consumers through personalized marketing and consistent messag- ing across platforms to clearly position offerings and attract consumers in a crowded and cluttered market place. Leveraging Digital Teshnology For Consumer Engagment 8 Benefits are Long-term and Short-term Having integrated information systems not only saves cost but also helps in maintaining a structured and sustained consumer engage- ment. This also reduces the cycle time for consumer feedback. The feedback received helps in obtaining actionable insights. Social media and real-time information are key elements and help in increasing brand loyalty and consumer engagement. This also provides channels and means to communicate new schemes or features and updates that are consistent with market trends. This has the potential to generate more revenue through cross-selling or upgrades. When the consumer finds more options and freedom to switch due to flexibility and choices it enables customer retention which otherwise is a big challenge. By lowering administrative costs and focusing on driving quality of care and improved outcomes for its members insurers can lower premiums and attract new members. Employing new technologies will not only help current engagement but also in locating potential for other lines of business like Care Management and spend analysis that help in reducing the overall costs for the payers.

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Nous Infosystems is a CMMi Level 5 SVC + SSD v1.3 ISO 9001:2008 and ISO/IEC 27001:2013 certified global Information Technology firm providing software solutions across a broad spectrum of industries. Major offerings include Digital Transformation Application Development Maintenance Enterprise Application Integration Product Engineering Business Intelligence Independent Testing and Infrastructure Management Services. For more information Please visit - www.nousinfosystems.com www.testree.com www.vserve247.com or mail us at infonousinfo.com Copyright© Nous Infosystems. All rights reserved. Conclusion - Way Forward Constant monitoring and flexibility to change are the key. Having a strategy at different levels like individual level program or health service level organizational level and/or policy level will be the key differentiator. Employing new technologies is not only a differentiator but a means to survive in a competitive market. The data collected and analyzed results in a better outcome oriented solution. This balances both Payers and consumers’ health goals. Employing co-ordination through multi-chan- nel communication results in brand loyalty and makes the systems consumer centric thus building consumer engagement into multiple payer programs. By developing effec- tive communication and engagement capabili- ties through new technologies and strategies payers can address challenges in an efficient manner. Ultimately Payers who focus on their consumers and offer positive experience will thrive in the transformed health insurance industry. about the author: Sundar Raj B V Project Manager Nous Infosystems From his experience of more than 15 years in providing technology solutions he has observed and learnt how the use of technolo- gy has made a difference and has brought about dramatic changes in the life of the consumer/customer and all involved stake- holders.

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