There’s no question that getting Medicare Advantage members to take action on their health gives them a better chance of improving health outcomes, but doing so successfully can be quite a challenge.
That said, all Medicare Advantage plans should do one thing to keep their members healthy and their plans visible in an increasingly competitive market: let members know about plan benefits they may not even know they have, and Encourage them to use those benefits.
Here are a few reasons why plans should educate members about plan benefits:
- It connects members to services that directly improve health. Of course, the overarching goal is to keep the membership population as healthy as possible, which will also have the benefit of improving the financial performance of health plans.
- It builds trust and appreciation among members. Learning about program benefits and features they may not know about can be a pleasant surprise for members, ultimately leading to higher levels of satisfaction and retention.
- It keeps health plans competitive by demonstrating the breadth of services they offer. Communicating attractive benefits to members and encouraging them to try them can also lead to positive word-of-mouth referrals, increasing retention and new sign-ups.
- It offers members a way to actively participate in their wellness program. Instead of using their insurance card at a doctor’s or provider’s office, members connect with a health plan for a more positive experience that meets their specific needs.
Benefits MA members may not be aware of
Against this background, the following is a non-exhaustive list of benefits that many plans offer but many members may not be aware of:
- Free or reduced-price broadband internet: Eighty percent of low-income earners Eligible Families Not aware of this for reduced rate broadband access. Providing members with equipment (computers or smartphones), education (drills and basic training), and support (technical assistance) increases digital access and literacy rates, giving members a new, simple way to take action to protect their health.
- transportation: Many Medicare Advantage plans cover non-emergency transportation, including travel to a doctor’s office or clinic. Plans may also cover ride-hailing services, such as Uber or Lyft, for transportation to medical appointments or fitness centers.
- Gym Membership: Gym memberships are often available through Medicare Advantage plans, as is SilverSneakers, a health and fitness program for seniors. These programs can offer online and in-person fitness classes, giving members a range of options for staying in shape.
- Meal delivery: Home delivery meals are an option for many Medicare Advantage plans, especially for members with chronic medical conditions. Some plans also cover healthy food options and transportation to and from the grocery store.
- Caregivers and Adult Day Care Services: Adults who are sick or disabled are eligible for home care services to help them avoid moving into nursing homes, and adult day care services help keep members out and about.besides Plan of All-Inclusive Care for the Elderly (PACE) Provides home and community care services, including adult day care, for some members.
How to get members to take action
It’s one thing to understand the importance of letting members know about the services they can use, but it’s another to do it effectively, leading to trial and adoption of these benefits. Leading programs not only provide members with an attractive list of benefits, but they also use smart engagement strategies to encourage members to take advantage of them.
Programs can keep members active in many different ways, but there are three key things they should keep in mind when doing so:
1. Demonstrate empathy for members. In the more than two years of the pandemic, one thing has become clear, health plans need to be fully aware and aware of what their members are going through in order to effectively connect with them.
Plans are an important point of contact between members and their well-being; it makes sense to show members how wellness plans can help meet their very specific needs. Plans need to demonstrate to members that they are committed to more than just premiums by focusing on health and safety and giving them the tools and information they need to navigate these still uncertain times.
2. Optimize the interaction with members. Optimizing member communication involves many aspects, but communication does not equal action. One of the key ways to optimize engagement is to use their favorite communication tools and the right information at the right time, giving members the most relevant information.
Communication channels vary by member and include everything from text and email to traditional mail, live agents and IVRs. Having access to communication channels that respect member preferences goes a long way towards building and building trust and satisfaction.
3. Don’t assume one size fits all. Programs that interact with each member in exactly the same way—such as mass texting or physical mailing—will see a low ROI. Instead, predictive analytics and rules engines can be used to identify members’ preferred channels (such as phone calls, text messages, or emails) and how often they communicate with each to create the best chance for them to take action.
Competition in the Medicare Advantage space is fierce. Attracting new members and keeping existing members enrolled is a challenge for every program. Informing members of services they may not know they have access to, and doing so through an effective engagement strategy is a winning combination that gives the program the best chance of success.
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