How to Turn Member Touchpoints into a Continuous Consumer Journey

Every member interaction with a health insurance plan offers the potential to build brand loyalty. It can also help keep members engaged and increase the chances for better health outcomes. But to make the member experience unique and individualized, you have to look at the member journey holistically and see the full picture of a member’s health. Here are five ways to turn the traditional member touchpoints into a continuous consumer journey.

Turn limited visibility into greater insight with digital health

Traditional episodic support gives healthcare staff an incomplete picture of the different factors that can cause adverse health outcomes. Since 80% of health outcomes are determined by factors outside of clinical care, extending the reach of digital care management can help health plans capture critical information that they may not have on record. Health plans can also send mobile surveys to members to gather insights about health conditions. They can also use biometric monitoring to generate novel data that can help inform early interventions.

Unify previously fragmented resources

Finding a provider, understanding a bill and benefits, or managing a health condition can be frustrating for members. Often, they have to use multiple resources to get the information they need. Unifying all of these resources under one digital health tool makes it easier for members to find what they need when they need it. It is equally important to provide mobile support for lifestyle changes, or education about healthcare costs and coverage.

Transform a generalized approach into personalized health support

A quarter of Americans have multiple chronic health conditions, but many healthcare organizations deliver apps or health support targeted at one particular condition. This makes it difficult for members to know how to manage all of their conditions and symptoms together. This generalized approach also does not reflect the lifestyle and socioeconomic factors that are critical to improving a member’s health. Forward-looking health insurance plans provide interactive surveys that screen for social determinants such as transportation, financial concerns, safety issues, and social support that can prevent members from adhering to their health regimen. These survey results can then position health plans to deliver personalized health education that meets the social and clinical needs of members.

Break down silos for coordinated support

A member’s interaction with a customer service representative typically results in a warm handoff via phone transfer, email, or chat. This results in a disconnected experience for the member and clinical staff. Connecting clinical and customer service resources through a digital health management platform promotes accountability and collaboration across teams. This approach ultimately can prevent care gaps or missed opportunities for better care management.

Provide proactive daily support based on members’ goals

Care management often begins with a series of assessment questions to determine the member’s needs. The care manager may then inform the member that he or she needs a screening; but once the care manager hangs up the phone, the member has no further incentive to schedule the appointment. Providing members with proactive daily support such as articles, reminders, and messages can help them feel supported from the start. That way, when the care manager informs the member that it is time for an annual screening, the member will understand why scheduling the appointment can help them meet their health goals.

Key takeaways

Health plans should consider what adjustments they can make to ensure that members are not only satisfied with their plan, but that they experience better health outcomes as well. Proactively engaging members with coordinated and personalized support can make the difference as far as helping members reach their health goals. However, that means rethinking traditional member touchpoints to improve member experiences from start to finish.

To see how your organization can deliver a seamless digital experience across the healthcare journey, visit

The editorial staff had no role in this post's creation.