Choose The Right Channel(s) For Disease And Wellness Management

Health plans are bent on fulfilling employers' RFP requirements for online and offline disease and wellness management support. But a myopic focus on communication channels for channels' sake leads to duplicative initiatives that fall short on both effectiveness and efficiency. Health plan customer experience professionals should take a more pragmatic approach to channel choices for disease and wellness management — akin to the discipline of marketing mix management — by taking into account member preferences, channel suitability, and channel costs. To move from today's one-off approach to a more integrated model, plans will need to beef up member profile data, create cross-channel oversight, and take metrics to a new level of granularity.