Today, technology has revolutionized the member experience. It’s opened up completely new ways to deliver exceptional moments that build patient-insurer relationships. These innovations are in response to rising consumer expectations for frictionless, meaningful interactions across channels and devices – interactions that show understanding and attention to expectations at every touchpoint.* For today’s healthcare marketers, these changes have sparked a shift in strategy and priorities.

According to the 7^th Edition Salesforce State of Marketing report, 90% of marketers surveyed say their engagement strategy has changed and 92% say their channel mix has changed to deliver an experience that results in higher member satisfaction and loyalty.

To today’s B2C and B2B consumers, the experience an organization provides is as important as its products and services.* This is true for member and agent or broker relationships. Additionally, personalization now makes or breaks consumer relationships. More than half of consumers would choose a competitor that offers more personalized, meaningful experiences on their preferred channel.* During periods of open enrollment and member transitions, payer organizations can be at risk for attrition.

Payers need a way to connect moments when members interact with their brand to ensure that members have convenient service and support that meets their needs. In addition, the pandemic put pressure on brands and consumers alike to go digital-first. Now, a cohesive member journey is not the exception – it’s the rule. Furthermore, with the growing prevalence of the payer/provider blended model, there is an even more amplified urgency for delivering that connected member experience.

Health plans should connect interactions across different channels and touch points in every part of service delivery from benefits program coverage, care access and eligibility to claims and reimbursement. However, many lack a unified view of the patient and have disparate systems of siloed data. In today’s new era of engagement, these drawbacks can cost payers revenue – and even the member relationship itself.

A cloud-based solution for payer marketers

HIPAA-compliant and enterprise-wide, Marketing Cloud Customer Data Platform helps health plan marketers and experience officers capture, unify, segment and activate member data. It provides a single source of truth on members and makes their data securely and appropriately available for creating unified experiences across every channel and touchpoint of a member’s life cycle.

Privacy management

Marketing Cloud Customer Data Platform is ISA-, SOC-, and HIPAA-compliant. Also, rich consent management features allow you to maintain compliance with GDPR and CCPA regulations, and engage customers based on channel-specific consent. Marketing Cloud Customer Data Platform is ISA-, SOC-, and HIPAA-compliant. Also, rich consent management features allow you to maintain compliance with GDPR and CCPA regulations, and engage customers based on channel-specific consent.

Know your customer

Unify Data: Connect member data securely and appropriately across all touchpoints and data sources to build a unified member profile for actioning.

Build and discover right audiences

Unify member segmentation with a single, user-friendly interface that puts marketers or experience officers in charge of audience discovery and creation for opt-in health programs or marketing campaigns.

Access valuable analytics

Connect to any business intelligence tool to help validate target market performance, understand marketing or health program campaign impact and measure performance of prioritized metrics.

Segment more precisely

Create richer audience segments from service data to unlock novel use cases or develop calculated insights to determine lifetime value for members.

Activate data across member journeys

Activate segments across advertising channels like Marketing Cloud or send to any external activation platform.

Power 1-to-1 personalization

Empower employees to make every interaction relevant to the member. Use unified member profiles to tailor content, channel experiences, and next best actions to the individual – all in real time.

Go beyond marketing data

In member service delivery or commercial areas, collaborate easily and compliantly in real time, with units with shared access rights to member data. With Salesforce’s connected ecosystem of products, bring data compliantly from any source into your unified member profile. Surface information from unified member profiles, like a member’s call center history or brand engagement data, to further personalize while building loyalty and trust.

Reference

* Salesforce Research. State of Marketing, 7th Edition. August 2021.