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Digital Transformation

Michigan’s Fastest-Growing Health Plan Selects Salesforce to Personalize Member Experiences

Priority Health logo

Quick take: Priority Health, the fastest growing health plan in Michigan1, tapped Salesforce’s Customer 360 platform to make internal processes more efficient and give staff a complete view of each member. The technology aims to help Priority Health employees serve its members in a more personalized way and ultimately, help them make better health choices.

What’s the impact: 

  • Now, Priority Health staff members have a 360-degree view of all patient interactions with doctors and administrative staff, giving them greater visibility into patients’ changing needs and automating routine tasks so more time is spent on providing high-quality patient care. 
  • Priority Health also partnered with Salesforce Professional Services to launch a new Salesforce-powered agent portal for health plan enrollment – a one-stop-shop for agents to access existing applications, commission statements, and clients lists, with guided workflows that help reduce the time it takes for members to be matched with the best policies.
    • Since its Sept. 2020 launch, more than 5,300 agents have registered with the portal.
    • Before Salesforce, onboarding new agents took 10 days. Now with Priority Health’s new portal, agents can self-initiate the onboarding process, complete a step-by-step enrollment, and submit their application 60% faster than before.

In-depth: Priority Health is using a number of Salesforce products and services as part of its digital transformation:

  • Salesforce Professional Services built its new agent portal for health plan enrollment and embedded a team of trusted advisors with deep platform expertise to assist with its implementation of Salesforce Industries, Sales Cloud, and Experience Cloud.
  • Marketing Cloud powers Priority Health’s omni-channel member engagement strategy, making it easy to tailor communications across email, SMS, in-app, and other channels.
  • Salesforce Shield encrypts members’ personal data to help enhance compliance and governance across the entire platform.
  • Service Cloud equips Priority Health call center representatives with access to a member’s health history, without the need to switch between systems. And automated workflows allow representatives to save time on administrative work and engage with members more effectively from the beginning of every call.

What they’re saying: 

  • “Salesforce provides a critical foundation for our member experience. It is integrated into and touches many aspects of the member journey. Everything from the ‘shopping experience’ of choosing a health plan to enrollment as a member. It helps us to keep all those touchpoints consistent and deliver more personalized engagement to our members,” said Matt Greene, Director of Digital Marketing Operations, Priority Health.
  • “Salesforce is a critical platform to help enable our digital transformation initiatives and consumer 360 strategy. Having a robust CRM platform that provides greater insights allows us to create more personalized experiences for our members and patients,” said Jeff Smith, VP Information Services, Priority Health.
  • “We are a large organization with diverse operations and distinct departmental needs. Operating on a common platform such as Salesforce creates opportunities for us to come together as a single team to understand our patients better and support each other’s challenges,” said Nate Foco, VP, Marketing and Customer Experience, Priority Health.
  • “Salesforce Professional Services was phenomenal. They did a really great job in bringing the teams together and clearly articulating what we need to do to design a solution that is scalable, reliable, and maintainable. They had clarity of thought, were aligned to our business vision, and built a quality solution,” said Stella Michael, Director of CRM Platforms, Priority Health.

Explore Further: Read how healthcare and life sciences companies, including Penn State Health and Northwell Health, are using Salesforce to make data-driven decisions and deliver more personalized patient and member experiences at scale here.

1 2021 individual market health plan and filings with the Michigan Department of Insurance and Financial Services


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