In today’s healthcare environment, consumers are demanding more from their Health Plans than ever before. Over the past several years, health plans have felt a shift in consumer expectations as the industry’s move towards increased digitization continues to mature. Consumer engagement is no longer optional—it is a critical component for health plans striving to deliver financial outcomes, improve population health and enhance member satisfaction. Building meaningful, personalized engagement strategies that are both effective and sustainable is key to fostering member trust, improving health outcomes and driving long-term success.
Defining consumer engagement in healthcare
Let’s begin with a broad yet practical definition of the health plan consumer. A consumer includes anyone who is currently a member, has been a member in the past, or could become one in the future. This inclusive view drives strategy, helping health plans deliver more personalized, meaningful interactions at every stage.
Consumer engagement is pivotal across multiple functions including sales, marketing, value-based care, risk management, care management and quality improvement. However, engagement strategies that operate independently or with limited integration can lead to oversaturation, misaligned messaging and diminished trust. A unified, consumer-centric strategy is key to standing out in a competitive landscape that increasingly ties reimbursement to strong member satisfaction scores.
1. Acquiring and managing consumer data
A comprehensive view of consumer data forms the foundation for engagement strategies. Many health plans face gaps in their data infrastructure, such as the absence of a robust identity management system or limited interaction histories. Health plans can address these challenges through developing a plan for:
- Data integration: Consolidating information from clinical, operational and consumer sources.
- Data mastering: Resolving complex identity issues across multiple systems like membership and claims databases, member engagement platforms, care management platforms and EHR systems.
