NovuHealth EVP of Marketing & Engagement talks personalization with Managed Healthcare Executive
At NovuHealth, we believe that engaging and motivating members is the key to health plan performance.
We also believe that members want to be treated like individuals—that a personalized member experience is a powerful tool when it comes to boosting member satisfaction and driving the high-value activities that most impact performance and improve health.
Jordan Mauer, NovuHealth EVP of Marketing and Member Engagement—along with Neil Sofian, Director of Member Engagement at Premera Blue Cross—recently spoke more about the power of personalization over at Managed Healthcare Executive.
Here’s a preview of the article:
“Plans can use HEDIS measures to identify activities members need to do for health maintenance, develop effective ways to reach those populations based on their lifestyle and preferences, and assign points for the completion of those activities based on how difficult they are to complete. Points can then be redeemed for rewards that meet the needs and desires of those specific members, says Mauer.
‘We use consumer marketing principles to get a targeted population to do an activity that’s meaningful to them by using incentives as a motivating factor,’ he says. ‘There’s a big difference in terms of getting a cancer screening or a flu shot in terms of barriers to care. We use different incentives depending on how difficult it is to meet the goal.’
Programs that identify needs but don’t drive performance do little in terms of helping health plans meet HEDIS goals, Mauer says. Plans need services that can help reach the consumer in the way they want or need to be reached, paired with a longitudinal marketing program to execute a strategy to engage that member. It’s similar to what plans do with care management, but from a marketing perspective, Mauer says.
‘You have to realize that you have to work in different ways with different populations,’ Mauer says. ‘We isolate all those populations and treat them uniquely and differently to drive the right level of investment in outreach, and the right reward for the behavioral ask.’”
Click here to see the full article and read more about why personalization is one of the most effective strategies plans can use to engage members.
Questions or comments, please contact us.
NovuHealth is the leading healthcare consumer engagement company, offering rewards and incentive programs that improve consumer health and plan performance. NovuHealth applies proven loyalty and data science strategies and leverages its deep industry and regulatory expertise to motivate high-value consumer activities. Headquartered in Minneapolis, NovuHealth has worked with nearly 40 health plans and served more than 15 million consumers across all 50 states. Learn more at novuhealth.com.
Novuhealth is the leading healthcare consumer engagement company, driven to improve consumer health and health plan performance. NovuHealth motivates consumers to complete high-value healthcare activities by leveraging its sophisticated engagement platform, proven loyalty and behavioral science strategies, and deep industry and regulatory expertise. Headquartered in Minneapolis, NovuHealth has worked with nearly 40 health plans and served nearly 15 million consumers across all 50 states.
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