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
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Top 10 Tactics for Leveraging Behavioral Science to Enhance Member Engagement
- 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. JEFF BRAD
- 4. TOP 10 TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT
- 5. 1. SEND THE SAME MESSAGE AT LEAST 20X TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT
- 6. PRO TIP 1: USE A PERSONALIZED APPROACH
- 7. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 2. TREAT EVERY MEMBERS LIKE AN 80 YEAR-OLD GRANDMA
- 8. PRO TIP 2: GET TO A SEGMENT OF 1
- 9. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 3. FOCUS ON ONE ACTION AND ONLY ONE ACTION
- 10. PRO TIP 3: CONCENTRATE ON THE NEXT BEST ACTION
- 11. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 4. PLAY ON YOUR MEMBERS’ FEARS
- 12. 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
- 13. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 5. SEND ALL THE FACTS - EVERY SINGLE ONE!
- 14. PRO TIP 5: YOU CAN’T FACT PEOPLE INTO ACTION
- 15. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 6. IGNORE DOCTOR-PATIENT RELATIONSHIPS – PEOPLE LISTEN TO HEALTH PLANS!
- 16. PRO TIP 6: PAY ATTENTION TO THE MESSENGER
- 17. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 7. CHECK THE BOX – WHO CARES WHAT THE MESSAGE SAYS?
- 18. 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
- 19. 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
- 20. PRO TIP 8: PRACTICE GOOD DATA HYGIENE
- 21. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 9. TEST WHEN YOU HAVE MORE TIME, LIKE…NEXT YEAR, MAYBE?
- 22. PRO TIP 9: USE A TEST & LEARN APPROACH 15% LIFT Test Idea 1 Females Males Age < 75 Age > 75 English Spanish
- 23. TACTICS THAT WILL NEVER EVER ENHANCE MEMBER ENGAGEMENT 10. REWARD MEMBERS FOR NOT DRINKING BEER
- 24. PRO TIP 10: DEPLOY REWARDS IN A MEANINGFUL WAY
- 25. 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
- 26. © 2018 Revel LEARN MORE AT REVEL-HEALTH.COM
- 27. © 2018 Revel THANK YOU
Editor's Notes
- We thought we have a little fun with this and do this David Letterman style…
- Here are the top 10 tactics you should NEVER EVER do to enhance member engagement! The introduction will include “level setting” as to the context for these tips focusing on using tactics from other industries such as retail and finance to drive member engagement. Jeff and Brad should reinforce the need for strong data management as the foundation for building campaigns that motivate positive, healthy behaviors. I would emphasize the “start small” message here, the avoiding waste and abrasion message and note that your tips are around personalization, behavior, data and loyalty. Discuss the “fear vs beer” concept somewhere in here. In all seriousness we need to learn from other industries such as retail and finance to drive member engagement instead of driving them away. Start small message here, the avoiding waste and abrasion message and note that your tips are around personalization, behavior, data and loyalty.
- [Brad] 1. SEND THE SAME MESSAGE AT LEAST 20X
- [Brad] EXAMPLE: Personalization tactics: Tactic: in home visits, Tactic: segments of one (what cohort group are they a member of) intersection of personas (grandparent, medicare, etc) intersection of these cohorts Trying to get the member to tell us something about themselves - We’re trying to get them to fill a gap in care The more we can get them together to create the entire member journey EXAMPLE: We offer that on that call…same engine driving that through digital dashboard · Flu is a great example where we don’t have enough different approaches · Opportunity · Health risk assessment
- [Jeff] 2. TREAT EVERY MEMBERS LIKE AN 80 YEAR-OLD GRANDMA
- [Jeff] EXAMPLE: Increasingly trying to talk about “segments” of one · What our members are hoping to accomplish · Model the likelihood they will do it based on a set of parameters · Value of them doing something ….taking an action that will improve their health You can get there using technology and math, it’s not all about using nurses to call (not scalable) Speaking to the graphic: as we get to know someone and understand them, we are able to get closer and closer to who they are and build out their profile as an individual, not just a persona.
- [Brad] 3. FOCUS ON ONE ACTION AND ONLY ONE ACTION.
- [Brad] EXAMPLE: We offer that on that call…same engine driving that through digital dashboard · Flu is a great example where we don’t have enough different approaches · Opportunity · Health risk assessment
- [Jeff] 4. PLAY ON YOUR MEMBERS’ FEARS
- [Jeff] EXAMPLE: Look for a state of mind and message according to that. EXAMPLE: Don’t fact them to death - make five new themes to message around (Matt Swanson research)
- [Brad] 5. SEND ALL THE FACTS - EVERY SINGLE ONE!
- [Brad] EXAMPLE campaign This is the quarterly health planner – sent to members with simplified messaging that informs them of the individualized clinical care they have received and also the one they need to take care of to help close gaps in care – rather than sending them messaging for reach clinical care need. One simple communication piece that drives CTA and keeps members informed.
- [Brad] 6. IGNORE DOCTOR-PATIENT RELATIONSHIPS – PEOPLE LISTEN TO HEALTH PLANS!
- [Brad] EXAMPLE: Flu shots, AWV reminders – message comes from the provider/doctor not the health plan Trying to use other voices beyond the brand of the health plan to make genuine connections with people.
- [Jeff] 7. CHECK THE BOX – WHO CARES WHAT THE MESSAGE SAYS?
- [Jeff] EXAMPLE Make sure it’s an actionable message, moves them to the next step – moving them through a journey to the right health action The reason for not taking the action are not concrete, taking the action are abstract.
- [Brad] 8: USE THE DATA YOU’VE GOT, EVEN IF YOU HAVE NO IDEA WHAT IT IS OR WHERE IT CAME FROM.
- [Brad] EXAMAPLE: Start with small data – if you can’t get the address right, you won’t get the blood type or more importantly the behavior) Crappy data means you won’t get your Stars measures. Easy answers - data append More advanced – machine learning from each program that is run for continuous learning about member preferences There’s a data analytics component to data improvement Data enrichment – stick figure vs an actual person (graphic) THESE ARE RTO EXAMPLES FROM THE MEMBER PROFILE (LEFT) WE USE DATA TO PERSONALIZE THE MYUHC.COM EXPERIENCE TO HELP CLOSE GAPS IN CARE, TO MAKING PERSONALIZED RECOMMENDATIONS TO BETTER EMPOWER MEMBERS TO GET THE MOST FROM THEIR PLAN
- [Jeff] 9. TEST WHEN YOU HAVE MORE TIME, LIKE…NEXT YEAR, MAYBE?
- And, although the test may not yield favorable results across all demos, it may trigger strong results for a particular segment. Critical to drive better outcomes 15% lift (above) – we figured out this segment, this is what works for this slice Everyone else goes back into the test & learn engine Real Example: Look at Humana flu insights [Jeff] Employ a valid A/B (test vs control) approach Predictive modeling (you want both quantitative and qualitative) chip away at the predictive piece without getting out of touch Destination is Complete member orchestration but start small o Start with smaller groups (2 foot depth of the pool – test and learn) o Avoid waste and abrasion – build on successes Celebrate the failures as much as the successes - Use preventative action model – important archetype “undecided and in transition” - We want them to Become a determined realist -
- [Brad] 10. REWARD MEMBERS FOR NOT DRINKING BEER. That’s a joke on “fear or beer”.
- [Brad] EXAMPLE: UHG HouseCall gift card campaign - Discuss gift card for HouseCall - Rewards program for Group Retirees Ton of work to be done in rewards
- TOP 10 TACTICS TO ENHANCE MEMBER ENGAGEMENT PERSONALIZE SEGMENT OF 1 NEXT BEST ACTION MESSAGE TO STATE OF MIND DON’T FACT PEOPLE THE MESSENGER MATTERS MAP MESSAGES TO CONSEQUENCES GOOD DATA HYGIENE TEST & LEARN MEANINGFUL REWARDS
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