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IDC PlanScape: Customer Engagement Planning for Payers

IDC PlanScape: Customer Engagement Planning for Payers

This IDC study discusses customer engagement planning for payers."As health insurance benefits and pricing become commoditized through the Accountable Care Act (ACA), the customer relationship becomes paramount for payers. Annual marketing campaigns are being replaced with continuous presence techniques combined with segmentation approaches historically only found in retail and financial services. This personalization must be tempered with a healthy respect for privacy and security, or the customer experience (CX) could go from a payer/patient health partnership back to the adversarial claims-based days of the past. Customers now have choice and will switch payers if their experience deteriorates; they expect more, like other retail or financial experiences they have," states Jeff Rivkin, research director for Payer IT Strategies at IDC Health Insights. "Customer fear of health insurance companies is a real success factor with adopting the semi-retail approach to interacting with the member/patient in a way that is now possible technically, but culturally difficult. Engaging customers to develop a trust with their payer equivalent to the trust found with their medical providers is a lofty goal, but this is the partner-in-care customer experience desired by payers."

Please Note: Extended description available upon request.

IDC PlanScape Figure
Executive Summary
Why Is Customer Engagement Planning for Payers Important?
Overcome the Historic Customer Fear of Health Insurance Companies and Develop a Loyal, Trusting Relationship
To Be Technically Equivalent to Other Industries in the Mind of the Customer
Connect Physical Life and Digital Experience
Enable Transaction Ease by Providing Customer-Facing Software That Is Easy to Use
Enable Patient Care Ease
What Is Customer Engagement Planning for Payers?
First, Separate the "Customer Experience" from "Customer Engagement"
For Payers, It Is Not Quite "Retail Customer Engagement" But That Is a Reasonable Model to Measure Customer Engagement Maturity
Historically, Customer Engagement Was Disconnected from Patient Engagement
Five Contact Points Drive Consumer Engagement with the Health System
Conversely, Five Contact Points Drive Consumer Engagement with Payers
Solution: Extend the CRM Model to Unify the Customer and Patient Approaches
Who Are the Key Stakeholders?
Tripartite Integrated Strategy
Internal Coordination
External Partners
How Can My Organization Take Advantage of Customer Engagement Planning for Payers?
Adopt Retail Best Practices as the Maturity Benchmark
Reinvent Customer Intimacy Through Relationship, Relevance, and Reciprocity
More Than Retailers, Increase Respect for Privacy/Security; Rethink "Opt-In"
Enable Marketing Sophistication by Adopting Customer Engagement Software
Optimize Your Marketing Efforts Segmenting Administrative and Clinical Data
Ease the Enrollment Process and Set the Stage for an Ongoing, Powerful Lifetime Customer Relationship
Digitally Transform Your Customer Service Efforts Making Every Interaction an Opportunity
Adopt This Marketing Technology to Help the Company Survive a Breach
Be Continuous in Your Presence with Your Customer, Providing Loyalty/Stickiness
Open the Traditional Network for Member Convenience for Continuous Presence
Open the Traditional Network to Virtual Care for Continuous Presence
Use Connected Devices for Continuous Presence
Use Technology to Move and Capture the Message toward Patient Well-Being, Not Just Good Health
Use Social Media for Continuous Presence
Essential Guidance
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