By Christian Bagge, VP of Payer Strategy
As we enter a crucial time of year, Quality leaders at health plans find themselves assessing their performance on STARS and HEDIS measures, only to experience that dreaded realization: the numbers aren’t where they need to be.
Your organization may have been depending upon a marketing campaign that didn’t drive expected results, an innovative program design that never launched, or maybe a vendor who has fallen short on their promised deliverables to increase completion rates. And now, as Fall approaches, the gap between your goals and where you need to be looms large. It’s human nature to delay action on reversing these trends, but relying on that end-of-year bump in member engagement is risky at best.
Take Proactive Steps Now
To ensure you hit those critical measure-level cut points, waiting and hoping isn’t an option. It’s time to take proactive steps, focusing on members who could use a nudge. Start with a simple text message. Use it to remind or motivate them, leveraging behavioral science to craft a message that resonates. This is your chance to explain the “why” behind the ask—like highlighting that colon cancer is the third most common cancer in men and women, and that early detection can lead to a 90% five-year survival rate, according to the American Cancer Society.
Focus on Removing Obstacles
Once you’ve made the case, remove any obstacles that might be preventing the member from taking action. Offer to send a FITKit or provide a link to schedule a colonoscopy at nearby in-network clinics. Ask if they need help with transportation or childcare. Recognize that members are more likely to trust their PCP than their health plan, and use that trust to reinforce the message, aligning it with their doctor’s advice.
In a world where members are bombarded with information from their health plans, doctors, and benefits administrators, cutting through the noise is key. A text message—often the only form of communication that requires a direct response—arrives through a device that 95% of Americans keep within arm’s reach 24 hours a day. Capture their attention by making it clear why this message matters, how little time it will take, and what’s in it for them. Then, make it easy: provide a direct link to schedule, a number to call, or an offer of assistance with barriers like transportation or childcare.
By simplifying the process and eliminating excuses, you’ll move more members from the denominator to the numerator, ensuring your goals are met. Digital engagement offers a way to cut through the noise and reach members at scale. Learn more about Get Well’s digital member engagement solutions here.
