The healthcare industry is changing fast, and payers are feeling the heat. Payers are working toward the triple aim of improving population health, improving patient experience, and reducing cost. As payers work to improve care management, they are challenged by limited tools and a need for timely access to specialized data.

Payer organizations want better ways to engage with their members and members are heaving a sigh of relief. Today’s healthcare consumers won’t settle for an impersonal experience. They are confused by their benefits and want transparency on basic medical costs.

Payer organizations have made significant investments in creating different member engagement channels; however, this multichannel strategy is stalling because each channel is separate and works independently, without coordination between them. To bridge the gap toward more personalized and member-centric communication, payer organizations are moving to an omnichannel communication strategy.

Imagine a brighter picture using an omnichannel communication strategy. Traditionally, the information members need is not available online and changing channels is difficult because the channels are not connected. For example, a member might switch from a website to a call center but will have to repeat information to the agent. An omnichannel communication strategy is needed to connect the channels and enhance the member experience.

Seamless user experience

Omnichannel allows for a consistent experience across devices. When you switch platforms, such as from a laptop to your cellphone, you can start where you’ve left off in a movie or show. It’s seamless.

User data is stored in a centralized place, called a customer data platform, and is accessible from all digital touchpoints. Having this customer data platform is a must for enterprise-scale organizations because you can segment and make data-driven decisions based on those interactions.

Instead of relying on cookies, a customer data platform relies on customer fingerprints lifted from past behavior. In a payer setting, members see content tailored to their interests, which is known as content and experience personalization. The information gathered can be used to create a target audience and build personas.

Member support is a crucial part of a healthcare payer’s enrollment and retention strategy, but it can also be costly. Data and AI innovations are helping payers realize their potential. Omnichannel helps payers steer members toward low-cost channels, such as self-service, and provides seamless integration if the member needs to switch channels for additional support.

How does this look in practice? A member starts filling out a form online and then needs help. The member can call the contact center representative who has access to data already filled in and will not need to provide additional information.

Digital transformation

Taking the first step toward digital transformation can be difficult for payer organizations. To effectively deliver omnichannel customer engagement, organizations need to have the right infrastructure. A clear-cut digital transformation strategy is imperative to meeting member expectations.

SoftServe developed a transformation roadmap model that guides organizations through the omnichannel journey. It reveals how well organizations are at engaging with members through different channels. Once you know where your organization is on the transformation roadmap, then you can assess what is needed to achieve digital maturity.

Our latest e-guide explores the new payer imperative—member empowerment. If you want to learn how to make healthcare more personal, download the e-guide.

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Then let’s talk about how SoftServe can help you leverage data analytics enhanced with AI/ML to elicit actionable insights and enhance the member’s experience.

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Leverage data to send your members the right message at the right time using an omnichannel strategy