Placing Customer Centricity at the Heart of Healthcare


The conversation in healthcare is changing
from “patient engagement” to “consumerism” indicating a new approach to thinking about
patients as consumers to deliver a healthcare experience as consumer-centric as many other
industries. Payers are now reviewing their customer journey
to improve their consumer experience. Analytics can enable payers to improve the
buying experience for new and existing customers, resolve customer complaints, and adapt to
customer’s evolving needs. Above all, more effective care management
and patient steerage can not only improve customer’s health, it can result in significant
improvements in revenue and cost. Analytical solutions help Payers to develop
a comprehensive Consumer Profile by creating predictive behavior markers called ‘genome
markers’ to micro-segment customer groups and map targeted interventions to improve
health outcomes, customer satisfaction and lower the cost of care. This approach to customer segmentation helps
Payers dynamically predict a member’s likelihood of contracting a chronic disease, track a
disease’s progression, or identify patients likely to get readmitted or not adequately
adhere to medication. It also helps significantly in identifying
dispersed care patterns among members and identifying members struggling to find an
in-network doctor, all of which results in better customer engagement through improved
population health management. Similarly, dynamic segmentation helps Payers
measure customer sensitivity to price changes, optimize channel strategy for improved response,
and determine if the newly acquired customer will eventually be profitable or not. making Payers more informed about how
to create a better shopping experience. To help better manage operations and resolve
issues, dynamic segmentation helps Payers identify providers who regularly submit aberrant
claims or flag customers at risk of attrition. Lastly, it helps determine the likelihood
of customer buying a premium product and also indicate customer’s changing preferences. In summary, analytics can significantly help
drive improvements in customer experience by making the enrollment process simple and
rewarding for consumers, effectively managing patient’s health needs and care decisions,
resolving concerns related to billing, coverage, and claims through the most preferred channels,
and by helping customers decide additional products and coverages based on changing life
stages Payers that are able to guide the customer
experience and understand and respond effectively to customers’ needs will position themselves well enough
to earn customers’ trust and loyalty.

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