Trends Report

Six Steps To Member-Centric Health Plan Sites

Aligning Member And Business Goals To Get Member Sites Back On Track

February 17th, 2010
EB
Elizabeth Boehm
With contributors:
Bruce Temkin , Megan Burns , Rachel Zinser

Summary

Health plans track a lot of data about their member sites but still struggle to understand what value it brings to their business and how to improve it. These issues are a sign of a bigger problem: Member sites are flawed. To fix these critical online channels, member site managers need to take a more systematic approach to driving site value. Forrester has identified six steps that will make sites more member-centric, starting with breaking down business goals into their component parts and then translating those elements into related member goals. Plans should also develop strong voice of the customer programs and infuse member insights into ongoing site improvements.

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