It cannot be argued that getting Medicare Advantage members to take action on their health gives them more chances to improve their health outcomes, but doing so successfully can be a considerable challenge.
That said, there is one thing all Medicare Advantage plans should do to keep their members healthy and keep their plan visible in an increasingly competitive marketplace – to make members aware of the benefits of the plan that they may not even know. they know they have and encourage them to use them. these benefits.
Here are several reasons why plans should educate members about the benefits of the plan:
It connects members with services that can lead directly to improved health. The overall goal, of course, is to keep member populations as healthy as possible, which also has the benefit of a better financial performance of the health plan.
It builds trust and esteem among members. Knowing the benefits and features of the plan that might otherwise be unknown may come as a pleasant surprise to members, which ultimately leads to higher levels of satisfaction and retention.
Maintains competitive health plans by showing the breadth of services they offer. Communicating attractive benefits to members and encouraging proof of those benefits can also lead to positive word-of-mouth referrals, increased retention, and new enrollments.
It provides members with a positive way to get involved with their health plan. Instead of using your insurance card at a doctor’s or provider’s office, members connect with the health plan for a more positive experience to meet their specific needs.
With this scenario, here’s a non-exhaustive list of benefits that many plans offer, but many members may not know are available to you:
- Free or Reduced Broadband Internet: Eighty percent of low-income households that meet the requirements for low-cost broadband access are unaware of this. Providing members with devices (computers or smartphones), education (tutorials and basic training) and support (technical support) increases digital access and literacy, providing members with a new and easy way to act on their Health.
- Transportation: Several Medicare Advantage plans cover non-emergency transportation, including trips to a doctor’s office or clinic. Plans may also cover shared travel services such as Uber or Lyft for transportation to medical appointments or the gym.
- Gym memberships: Gym passes are often available through Medicare Advantage plans, as well as SilverSneakers, a health and fitness program for seniors. These programs can offer online and face-to-face fitness classes, offering members a wide variety of fitness options.
- Meal Delivery: Meal delivery at home is an option with many Medicare Advantage plans, especially for members with chronic illnesses. Some plans also cover healthy eating options and transportation to and from grocery stores.
- Adult care and childcare services: Sick or disabled adults are eligible for home care services to help them avoid the need to move to a nursing home, while child care services adults are helpful in getting members out during the day. In addition, the Comprehensive Care Program for the Elderly (PACE) provides certain members with home and community care services, including adult day care.
It is one thing to understand how important it is to educate members about the services available to them, but quite another to do so effectively, leading to the testing and adoption of these benefits. Leading plans not only provide members with an attractive list of benefits to use, but also use smart engagement strategies to encourage members to take advantage of them.
Plans can keep members active in many different ways, but there are three key things to keep in mind while doing so:
1. Show empathy to members. One thing that has become clear over the past two years of the pandemic is that health plans need to fully understand and recognize what their members are going through in order to connect effectively.
Plans are a vital connection point between members and their well-being; Showing members how a health plan can help meet their very specific needs is a powerful thing. Plans should show members that they are committed to more than their premiums by focusing on health and safety and giving them the tools and information they need to navigate these still uncertain times.
2. Optimize engagement with members. There is a lot involved in optimizing member communications, but communication is not the same as action. One of the key ways to optimize engagement is to get members to have the most relevant information using the communication vehicles they prefer at the right time and with the right message.
Communication channels vary by member and include everything from text and email to traditional mail, live agents and IVR. Entering a pace of communication that respects members’ preferences contributes greatly to building and building trust and satisfaction.
3. Don’t assume a one-size-fits-all size. Plans that interact with all members in the same way (bulk text message or physical email, for example) will have a low return on investment. Instead, predictive analytics and rule engines can be used to identify a member’s preferred channel (such as a phone call, text message, or email) and how often to contact each individual to create the best opportunity for them to take action.
Competition in the Medicare Advantage space is fierce. Attracting new members and keeping existing ones registered are challenges that all plans face. Informing members about services they may not know they have access to and doing so with an effective engagement strategy is a winning combination that gives the plans the best possible chance of success.
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