Home Health Insurance Member Content: Do You See What I See?

Member Content Personalization

Your secure member portal users are not all the same – so why should their content be identical? Creating personalized content can shift the experience from generic and transactional to dynamic and engaging. Secure portal sites are often called “My Health Plan” or “My Benefits” – does your site reflect this personalized experience, or is it the same for all users, regardless of their plan, member type, benefits, gender and health needs?

In previous posts, we’ve talked about the importance of a personalized member experience. Some aspects of the secured portal environment are inherently individualized, such as claims and coverage data. However, most member portals also feature descriptive, instructional, and informational content – like health and wellness, plan information, educational content, and more. In personalizing this content, it is possible to build a deeper connection with your users by showing them real value in the portal.

A strong content strategy is key to successfully personalizing this content, typically leveraging a web content management system (CMS) on top the actual portal application. A CMS provides the ability for non-development resources to modify content on the portal, enabling the business to make content updates on a more frequent basis and relieving the IT team of the burden of maintenance.

Personalization can be performed around many different sets of data. Technically, it is important to look at what information the portal can pass to the CMS. From there, it’s a matter of tagging the content to align with those data characteristics. If available, one of the most important characteristics is Network Type. With the evolution of narrow and tiered networks, helping people understand the details of their plan can directly contribute to cost savings. The more familiarity the member has with their plan and the associated network, the more likely they are to stay in network, thus saving money.

Look for opportunities to personalize content around these types of data:

  • Network Type
  • Plan Type
  • Employer/Group/Account
  • Individual vs. Group
  • Under vs. Over 65
  • Benefit Types
  • Types of Coverage (Vision, Dental, RX, Life, Health)
  • Subscriber vs. Member
  • On Exchange vs. Off Exchange
  • Active vs. Cancelled
  • Gender

The effort of tagging and managing content by these elements should not be underestimated. Critical success factors include a strong content strategy, understanding the logic behind the portal application’s delivery of information to the CMS, clear business rules for updating and maintaining different versions of the content, and a content strategist to manage it all. With these components in place, a personalized secure member portal will engage users by providing accurate, specific information – and reap rewards such as reduced call center volume, improved member loyalty, and increased cost savings.

Amy brings twenty years of experience in delivering high-impact, high-value digital solutions, and her innovative thinking has helped numerous health insurers dramatically improve customer engagement. Amy has a long track record of helping clients navigate the consumerization of healthcare - and a long record on the track running half marathons and other hard-core races.

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