Which health insurers are providing the best customer experience (CX), and how are they improving the quality of their experiences?
Forrester set out to answer this very question in The US Health Insurers Customer Experience Index, 2021. In the report, Forrester reveals the complete rankings of 17 health insurance brands that were analyzed as part of the US Customer Experience Index (CX Index™) in 2021.
This research inspired us to compile 10 ways our healthcare and digital consulting experts have supported our payer clients’ consumer experiences.
Delivering Winning Consumer Experiences for Top Payers
1. Intelligent Search and Machine Learning
Our client wanted to provide a more fluid digital consumer experience by enabling intelligent search results for content across all its sites and enable rapid, consistent answers across all touchpoints. We led a multi-vendor assessment with stakeholders and integrated Coveo with Sitecore, streamlining search configuration, machine learning, and advanced analytics capabilities.
The solution increased click-thru rates by 7%. Machine learning individualizes results while alerts notify administrators of content gaps.
2. Integrated, Cohesive Website and Portal Experiences
A health insurance company with more than 13 million customers sought to create a single, consumer-centric online experience for all of its portals. We relaunched its website and member portal using Sitecore. Key assets were transitioned to create an integrated, aligned experience.
The solution promotes a more powerful, consistent brand while the new CMS platform speeds page creation, allowing staff to provide more timely information to generate sales and to improve member engagement and retention.
3. Higher-Velocity Product Development
Due to the number of resources and cost required to deploy websites at scale, our client decided to transition its Adobe Experience Manager (AEM) development capabilities to us. We were engaged to develop a Scrum-based agile AEM development training program, specific to the organization’s processes and standards, that enabled Perficient squads (our consultants dedicated to the client) to deploy modern AEM digital capabilities like personalization and digital journey analytics.
The peer support model and structured flexibility, training, and education we put in place enabled our client to build and deploy high-quality user experiences faster than ever before. This was especially helpful during the COVID-19 pandemic when patients needed access to expanded healthcare information and services. Our optimized global delivery model allowed the client to achieve its goals under a tight budget and delivery timeline.
4. Personalized Experiences for 11 Million Members
A leading healthcare consortium wanted to transform the member digital experience and use personalization to provide relevant experiences across all channels. We implemented Adobe Launch, Analytics, Target and Experience Manager on Adobe Managed Services cloud and showcased how Marketo allows for secure data use in marketing campaigns.
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Strategize, execute, and grow a personalization strategy that meets healthcare consumers where they are and drives better health outcomes.
The organization now has insights into its members and can deliver personalized experiences that reduce healthcare costs. Marketo enables scalable, complex marketing automation campaigns.
5. Hybrid Cloud Solution Speeds Innovation
This healthcare leader wanted to improve user experience and time-to-market for their external-facing web properties, which were difficult to access, costly, and time consuming to maintain. We moved internal applications and data to a hybrid cloud-based solution and used a migration-as-a-service solution to provide continuous delivery, migration, and validation processes.
The solution speeds innovation, enabling IT staff to develop and tie applications into APIs at scale and to build mobile applications and measure their performance with ease.
6. Secure Marketing Automation
Our client wanted to utilize Marketo but was challenged by the enterprise architecture and data security due to its large, historically complex, on-premises systems. We created a solutions architecture and future-state roadmap proposing how Marketo would talk to the client systems and data warehouses to allow for secure data use in marketing initiatives.
The architecture and roadmap represent a compliant platform that will enable teams across the consortium to create scalable, complex marketing automation campaigns.
7. Custom and Customizable Product Extends Market Reach
Our client wanted to create a customizable core Medicare and under-65 product that it could take to other healthcare insurance providers in an effort to acquire more members. We created an application to serve as the product suite to house multiple sales applications. The app includes customizable features to meet unique state and local regulations of clients.
The product suite enabled extended reach into the Medicare and under-65 demographics and extends market reach by giving our client a product it can sell to other healthcare insurance providers.
8. Modernized Portal, Built to Scale
A leading payer needed an agile platform consistent with its “low-cost producer” business model that would enable efficient delivery of member capabilities and content via an easy-to-use interface. In just six months, we leveraged a breadth of capabilities to deliver a next-generation digital experience from inception to production. The member portal is self-guiding, with the agility to adapt to ever-changing regulations and consumer demands. It leverages analytics and user-feedback to drive positive change.
The solution increased member adoption and ease of use through a redesigned user interface, ultimately reducing call center calls and increasing member satisfaction.
9. Easing Appeals and Grievances Processes
The appeals and grievances team wanted to streamline the process for receiving, reviewing, tracking, and managing Medicare-related customer appeals and grievances. We built a new application that allows employees to better manage the appeals and grievances process with improved ability to track workflow, route appeals, resolve issues quicker and easier, and provide better customer service.
Users can now log into just one system rather than two or three. The new appeals and grievances website has transformed a once-lengthy process into a more streamlined and manageable portal where both employees and customers can manage their documents and track workflow in one location. The new application reduces the amount of time taken to respond to member appeals and makes the process to file appeals or grievances easier for consumers.
10. Omnichannel Process Optimization Through Journey Sciences
The health plan wanted to understand how its technology affected the customer journey but needed to streamline its marketing processes and establish an operationalized change management plan. Our team conducted sessions on customer journey discovery and provided detailed journey mapping. We also identified and prioritized stakeholders and created a unique communications strategy.
The marketing team saved time and energy by importing data into Salesforce Marketing Cloud via a self-service model. Additionally, the team now has a process to define, build, and measure journeys.
Healthcare Leaders Turn to Us
Our healthcare practice is comprised of experts who understand the unique challenges facing the industry. The 10 largest health systems and 10 largest health insurers in the U.S. have counted on us to support their end-to-end digital success. Modern Healthcare has also recognized us as the fourth largest healthcare IT consulting firm.
We bring pragmatic, strategically-grounded know-how to our clients’ initiatives. And our work gets attention – not only by industry groups that recognize and award our work but also by top technology partners that know our teams will reliably deliver complex, game-changing implementations. Most importantly, our clients demonstrate their trust in us by partnering with us again and again. We are incredibly proud of our 90% repeat business rate because it represents the trust and collaborative culture that we work so hard to build every day within our teams and with every client.
Have questions? With more than 20 years of experience in the healthcare industry, Perficient is a trusted, end-to-end, global digital consultancy. We’d love to speak with you.