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Top 10 Tactics for Leveraging Behavioral Science to Enhance Member Engagement

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Revel CEO Jeff Fritz and Brad Hunt, Chief Marketing Officer, UnitedHealthcare Medicare & Retirement presented at the 9th Annual RISE Stars Master Class on December 11th in San Diego.

Healthcare consumerism is creating an opportunity for organizations to incorporate data driven tactics from industries like retail and finance and become more effective at influencing member behavior. Based on lessons learned from successful health engagement campaigns combined with Revel’s research on human behavior we’ll provide pragmatic tools and tips that strengthen engagement and enhance the member experience. Areas covered will include:
- Personalization tactics that map the healthcare consumer journey based on their individual preferences.
- Actionable predictive modeling techniques to identify strong campaign strategies and messages.
- Using behavior-based data to select the right messaging channels.
- Ideas for building meaningful, long-lasting relationships with members using consumer-based loyalty practices

Published in: Health & Medicine
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Top 10 Tactics for Leveraging Behavioral Science to Enhance Member Engagement

  1. 1. © 2018 Revel TO P 1 0 TA C T I C S F O R L E V E R A G I N G B E H AV I O R A L S C I E N C E TO E N H A N C E M E M B E R E N G A G E M E N T
  2. 2. JEFF BRAD
  3. 3. TOP 10 TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT
  4. 4. 1. SEND THE SAME MESSAGE AT LEAST 20X TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT
  5. 5. PRO TIP 1: USE A PERSONALIZED APPROACH
  6. 6. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 2. TREAT EVERY MEMBERS LIKE AN 80 YEAR-OLD GRANDMA
  7. 7. PRO TIP 2: GET TO A SEGMENT OF 1
  8. 8. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 3. FOCUS ON ONE ACTION AND ONLY ONE ACTION
  9. 9. PRO TIP 3: CONCENTRATE ON THE NEXT BEST ACTION
  10. 10. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 4. PLAY ON YOUR MEMBERS’ FEARS
  11. 11. PRO TIP 4: MESSAGE TO THE STATE OF MIND Illustrate the impact on someone immediate or relatable. Demonstrate tradeoffs Make the flu local Social norming
  12. 12. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 5. SEND ALL THE FACTS - EVERY SINGLE ONE!
  13. 13. PRO TIP 5: YOU CAN’T FACT PEOPLE INTO ACTION
  14. 14. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 6. IGNORE DOCTOR-PATIENT RELATIONSHIPS – PEOPLE LISTEN TO HEALTH PLANS!
  15. 15. PRO TIP 6: PAY ATTENTION TO THE MESSENGER
  16. 16. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 7. CHECK THE BOX – WHO CARES WHAT THE MESSAGE SAYS?
  17. 17. PRO TIP 7: MAP MESSAGES TO CONCRETE CONSEQUENCES PERSONAL IMPERSONAL CONCRETEABSTRACT My daughter might get the flu Reduce health risks caused by the flu in America My friend’s daughter got the flu from the flu shot Stats of what happened in the US last year
  18. 18. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 8: USE THE DATA YOU’VE GOT, EVEN IF YOU HAVE NO IDEA WHAT IT IS OR WHERE IT CAME FROM
  19. 19. PRO TIP 8: PRACTICE GOOD DATA HYGIENE
  20. 20. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 9. TEST WHEN YOU HAVE MORE TIME, LIKE…NEXT YEAR, MAYBE?
  21. 21. PRO TIP 9: USE A TEST & LEARN APPROACH 15% LIFT Test Idea 1 Females Males Age < 75 Age > 75 English Spanish
  22. 22. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 10. REWARD MEMBERS FOR NOT DRINKING BEER
  23. 23. PRO TIP 10: DEPLOY REWARDS IN A MEANINGFUL WAY
  24. 24. PAGE 25 TOP 10 TACTICS TO ENHANCE MEMBER ENGAGEMENT 1. PERSONALIZE 2. SEGMENT OF 1 3. NEXT BEST ACTION 4. MESSAGE TO STATE OF MIND 5. DON’T FACT PEOPLE 6. THE MESSENGER MATTERS 7. MAP MESSAGES TO CONSEQUENCES 8. GOOD DATA HYGIENE 9. TEST & LEARN 10. MEANINGFUL REWARDS
  25. 25. © 2018 Revel LEARN MORE AT REVEL-HEALTH.COM
  26. 26. © 2018 Revel THANK YOU

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