Essentials Report

Topic Overview: Member Experience For Health Plans

Why And How Health Plans Must Embrace Strategic Healthcare Communications

September 22nd, 2008
With contributors:
Ron Rogowski , Carlton Doty , Rachel Zinser

Summary

Health plans can't afford to deliver subpar member experiences any longer. With a growing individual market, increased cost shifting, and a rising focus on disease and wellness management, strong member experience practices are the price of entry, and exceptional experiences are critical for differentiation. To rise above today's poor performance, health plan customer experience professionals must master the disciplines of strategic healthcare communication: Pave the way for lifestyle support by getting the basics right, adopting a member-centric approach to messaging, and employing communication measurement science. Forrester's health plan-focused and cross-industry customer experience research identifies emerging member trends, experience best practices, and measurement approaches that help health plans gain the skills they need to deliver strategic healthcare communication.

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