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Digital Strategies for Healthcare Payors to Support Members During the Spread of the Coronavirus


As the impact of the Coronavirus (COVID- 19) continues to evolve across the nation with greater numbers of confirmed cases for the virus, and greater precautions are being taken for containment and control activities, the Centers for Disease Control and Prevention (CDC) has urged hospitals and clinics to expand their use of telehealth services.

Telehealth services assist with triage for the sick and keep those panicking out of over-crowded health facilities. Thus, digital has quickly become one of the key strategies in sharing information on prevention, and as a method for treating and caring for patients.

Healthcare payors can also play a key role in supporting individuals and their communities. This blog post explores the various digital strategies and tactics that can be adopted to offer a holistic, integrated approach to supporting members and their communities.

Here are a few best practices to keep in mind:

  • Share important coverage information that can be easily accessible from the homepage of the public-facing website, member portal and mobile app.
  • Provide educational content on what the Coronavirus is, including; prevention and treatment information, press releases or related articles, and FAQs.
  • Link to support services/resources such as CDC, World Health Organization (WHO), U.S. Department of State China Travel Advisory, etc.
    • The CDC has several communication resources including information on clinical and home care guidance.
    • The WHO has frequent situation reports, the latest travel advice, and other key information.
  • Offer SMS updates to members for the latest information for those who have opted in. Reach your high-risk group of members quickly with key information that can assist with prevention and screenings.
  • If you are using a chatbot on the public-facing website, ensure it has information on the Coronavirus to aid with quick delivery of information as the member is seeking support.
  • Offer clarity on whether benefits cover services for tests and treatments related to COVID-19 because this will be at the forefront of your members’ minds.
  • Be sure to include frequent updates on the Coronavirus via email and/or in any e-newsletters that are sent to members as well as via social media posts, so they remain informed.

As the full impact of the Coronavirus is still being determined, there must be continuous information updates and support available.

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Susan Kight

Susan Kight is a lead business consultant with digital experience spanning healthcare, finance, and education industries. With a core grounding in marketing, product management, and analytics, Susan is able to assist clients at the intersection of where digital, strategy and data meet. She is extremely passionate about helping healthcare organizations improve patient outcomes through the delivery of successfully executed innovative digital strategies. Susan helps clients to build best-in-class, engaging digital experiences that achieve business goals and lead to high ROI.

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