The emerging challenge of healthcare in a world full of social distancing and quarantine has created a secondary challenge for the U.S. health system. Critically, healthcare providers have dedicated the majority of their resources to dealing with the front line of the coronavirus. This has left a gap in everything from non-emergent care to understanding future healthcare options and coverage for individuals in uncertain times.
A massive number of Americans are under shelter in place orders. Leaving only digital and virtual channels available for people to engage with the healthcare system and to seek answers to their healthcare questions. Due to the resource constraint that providers are currently under, people are turning to and will need to turn to healthcare insurance plans for answers, and in some cases to assist with longer term care needs.
However, digital engagement has not traditionally been a strength of health plans, or the U.S. healthcare system in general. Most plans have websites, apps, social media presence, and telehealth channels available, but operationally, they are unprepared to adapt to ever-changing questions and needs of their members. A prime example is the unprecedented growth in demand for telehealth services, with one service provider reporting demand increasing 300% nationwide. Data on wait times is sparse, but anecdotal information and news stories are reporting people holding at times for many hours.
In addition to the increased demand, there have already been significant changes made to regulation to help ease the crisis. Health plans need to be able to help members, prospects, and the general public understand what these changes mean for them.
This is clearly an intensely unsettling and disruptive event for individuals and the industry. How can health plans best meet the needs of this new and captive audience digitally, today, so they can build trust and capabilities for the future? Now is the time to establish strong digital capabilities. To be successful, health plans must continually use the data and information that is available through digital channels to listen to and learn from members, then adjust content to answer their questions. Rapidly assessing and responding to their needs today will build both a lasting member relationship and enhance future digital capabilities.
Listen to the questions members and prospective members are asking
Over the past few weeks, the information members are seeking from health plans has changed significantly. Searches are up for finding in-network providers and viewing claim statuses to understand specific coronavirus coverage care and how to access telehealth professionals. The reason these interactions and information members are seeking services will continue to evolve quickly and it is imperative that healthcare payers look for those changes and adapt content accordingly. This is a critical first step toward becoming the trusted source for reliable health information and care.
Health plans have tools and data to accommodate these requests and searches. There is no need to invest in new technologies. Most companies collect analytics from their websites, social channels, apps, and contact centers. It’s important to focus on the insights that can come from or be inferred from available data now, not the data to be collected next year.
Source: Managed Healthcare Executive