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AN OMNICHANNEL APPROACHFOR HEALTHCARE PAYERS John EdwardsVice President, Healthcare Solutions & Consulting Georgi BilyukovAssociate Director, Digital Experience Platforms 1 CONTENT INTRODUCTION Unfortunately, this multichannel strategy isstalling because each channel is separate andworks independently, creating fragmented,inefficient,andimpersonalexperiences.To bridge the gap toward more personalizedand member-centric communication, payerorganizations are moving to an omnichannelcommunication strategy. Healthcare payer organizations want betterways to engage with their members. This is goodnews for members who want quick and easyanswers to their questions. A positive memberexperience leads to renewals and additionalbusiness. Members expect the same connecteddigital experience they get from online retail andbanking services. Omnichannel is not accomplished by simplymaking tweaks to existing multichannel models.It’s about shifting to a new model in which teamsbring design thinking, digital engagement, andanalytics to deliver the right message at the righttime through the right channel to theright member. To address this trend, payer organizationshavemadesignificantinvestmentsincreatingdifferentmemberengagementchannels,suchas website portals, social media outreach, andsmartphone apps. In this e-guide, you’ll discover the steps youcan take to enable an omnichannelcommunication strategy: Understand the challenges to omnichannelwithin the payer landscape Explore how an omnichannel solutioncan benefit your members Determine where your organizationis on the Digital Transformation Roadmap Take the Digital Maturity Assessment CHALLENGES AND INDUSTRY PAIN POINTS Healthcare payer organizations are faced with new obstacles as they seek to enhance their brand andexpand their footprint. Marketing is frequently at the center of this evolution. Challenges include: Orchestrating personalized connectionsbetween the brand and its members Maintaining channel and messageconsistency Getting buy-in across the organizationand implementing a cohesive digitalcommunication strategy Harnessing technology to report on—andmake sense of—data DATA IS NOT USED TO GENERATEACTIONABLE INSIGHTS MEMBERS EXPECT FAST,FRICTIONLESS, ANDPERSONALIZED DIGITALEXPERIENCES •Most companies haven’t unearthedthe fullbreadthofbenefitsfromanalyticsinitiativesduetolackofskillsetsandinefficientdatamanagement practices. •Members haveaccess to consumer productsin other industries and most expectimprovements in the healthcare industry. •Membersareconfusedbytheirbenefitsandwant transparencyon basic medical costs. •Optimization of messaging with a continuousdatalooptolearnbestpracticesisdifficulttoachieve. •79%prefer to use digital channels to paytheir health insurance bill and 68% prefer touse digital channels to shop for a health plan. OMNICHANNEL—THE ART OF THE POSSIBLE Controlled from a single digital platform, omnichannel communication creates a seamless, high-qualitymember experience across all the engagement channels. It provides consistent messaging, eliminatesredundancy, and aligns all communications with a common look and feel. Think of it as a single DigitalFront Door to access the entire organization, one that opens to a landing page with highly personalizedmember-centric communication. Atruedata-basedapproachtounderstandingmembersisthecornerstoneofomnichannel.Usingartificialintelligence (AI), machine learning (ML), and natural language processing (NLP) allows payer organizationsto move in the right direction—step by step—as the data makes patterns easier to see. Data is like aflashlightshowingyouthewayinthedark. Key features: Puts the member at the center of the digitalhealthcare experience Offers personalized engagement anytime,anywhere Creates a seamless experience with allchannels controlled from a single digitalplatform Member data is stored in a centralized placeand is accessible from all touchpoints Provides AI-driven self-service capabilities Builds organizational data skills and createsdata-driven insights A customer data platform that leverages dataanalytics using AI/ML and NLP THREE BIGGEST BENEFITS OF OMNICHANNEL 1. MEMBER-CENTERED Members get frustrated having to repeat their issues to multiple representatives.Seamless integration allows members to switch easily between channels at any timewithout having to provide information twice. Membersarenolongerbombardedwiththesamemessageindifferentsituations.Members receive pro-active, tailored messages and easy onboarding to new plans. 2. DATA-DRIVEN 92% of largecompanies reported achieving returns on their data and AI investments. The shareof respondents reporting at least 5% of earnings before interest and taxes (EBIT) attributable toAI has also increased to 27%. For omnichannel, member data is aggregated,contextualized, and made accessible from alltouchpoints so it can be harnessed by AI forself-service capabilities. AI allows you to track member activ