5 building blocks for an effective member engagement strategy 

To develop a successful member engagement strategy, consider these 5 essential building blocks: 

Trust is the foundation of any effective member engagement strategy. It's important to provide reliable, transparent education and information through channels that members trust. For instance, introductory emails and program education can help members understand their benefits and make informed decisions about their wellness. By providing clinical, evidence-based education, health plans can empower members to take control of their health. 

Having comprehensive data, analytics and AI capabilities is crucial for creating targeted and personalized communication. This not only helps avoid unnecessary messaging but also enables health plans to provide members with information that is more likely to resonate with them. With comprehensive data, health plans can tailor their communications and use AI to craft personalized messages. 

Digital tools should be used thoughtfully based on the purpose of the engagement — whether it's educational or action-oriented. Members should be able to choose how they communicate and engage with campaigns on their own terms. For example, using e-signature capabilities can simplify processes for members, making it easier for them to take the next steps. 

Coordination across different channels like text messages, emails, IVRs and live agents is key to preventing member overwhelm. A multimodal strategy that includes real-time response and coordination helps prevent members from being bombarded with redundant messages. This way, health plans can check if a member has already taken action, like scheduling a preventive visit, before sending additional reminders. 

Addressing social drivers is vital for helping members take the actions they need to improve their health. For example, health plans can work to address transportation issues that might prevent a member from attending a scheduled appointment. By tackling these underlying issues, health plans can build even stronger, more trusted relationships with their members. 

By focusing on these building blocks and staying adaptable to changing member needs and organizational goals, health plans can enhance member satisfaction and drive better health outcomes. At Optum, we take a comprehensive approach that incorporates these elements to help health plans build trust and improve the member experience. If you're interested in learning more about how to implement these strategies effectively, we're here to answer your questions.