Maxicare provides members with continuity of care and peace of mind.

Maxicare Healthcare Corporation is one of the Philippines’ leading health maintenance organisations (HMOs) and a member of the Equicom Group, a large conglomerate of finance, healthcare, and technology companies.

As an HMO, Maxicare’s mission is to provide members with peace of mind by helping them stay healthy and manage health risks. Maxicare’s team has worked passionately to continue this work during COVID-19 and orchestrated many services remotely through Salesforce.

“Our vision has always been to take healthcare to wherever our members are, and Salesforce supports this by enabling us to deliver care and support across multiple channels. We deliver this support through voice, video, and live chat,” said Sylvia Stolk, Chief Digital & Transformation Officer at Maxicare.

While Maxicare is still building towards its complete omnichannel vision, the steps it has taken so far have helped it to rise to the challenges of COVID-19 and ensure continuity of care.

At the start of the pandemic, Maxicare's first priority was to take care of employees and everyone not needed on the frontline was set up to work from home. Maxicare’s earlier transition to Salesforce and other cloud-based solutions helped ease this sudden pivot and the HMO was able to focus on the logistics of setting up 1,000 home offices and helping everyone adapt to working from home.

“The most difficult part about transitioning to work from home wasn’t the technology, but the change in how our teams worked. We had to very quickly develop new ways of working and train the team remotely,” said Stolk.

Maxicare documented these ways of working and made them centrally available to employees through Salesforce Knowledge Management and a dedicated microsite. The information included new policies related to remote working as well as instructions on how to set up home networks and collaborate remotely.

The HMO extended its reach to members at this time through telemedicine services, providing 24/7 support via phone, video, and chat. Maxicare began offering these services a few years ago, but the uptake increased by approximately 1,000% during the early stages of the pandemic.

Hospitals in the Philippines were inundated during COVID-19 and it was important for Maxicare to keep clinics open. To do this safely, Maxicare rapidly developed a risk-based Reentry Assessment & Management Program (RAMP). RAMP uses population baseline health and claims data as well as an online self-assessment to determine a person’s COVID-19 risk rating and their ideal pathway for care.

Service Cloud has helped Maxicare to orchestrate the delivery of RAMP and other services to ensure continued care and peace of mind for members.

The next step in the HMO’s service transformation will be to build out a 360-degree view of members which can be used by both frontline and back office employees to provide a personalised service. This has been difficult to achieve in the past as it meant gathering information from busy doctors and other third-parties. However, Maxicare hopes that the use of Salesforce will make this easier by allowing member information to be captured in the moment the member interaction takes place

Asked to share key learnings from Maxicare’s technology transformation, Stolk said, “The first thing I would tell others starting out on a transformation journey is that you need a team that is agile and flexible and comprises different people throughout the organisation— not just IT. Secondly, transformation isn’t just about implementing a new technology. It’s about getting consistent value from the technology and that’s what we’re doing with Salesforce.”