Healthcare consumers want safe access to accurate health information in real time. The COVID-19 crisis has shown that consumers expect proactive communication — on their preferred channels — as well as tailored programs from their provider over the course of treatment, from payers during open enrollment, to personalized emergency communications on preparedness and testing.
Without a single view across touchpoints, providers and payers are unable to engage consumers consistently across their health journey, leading to dissatisfaction and disengagement. This can affect trust and retention, and negatively impact health and business outcomes.
In order to strengthen engagement and build trust, providers and payers must create tailored communications based on patient and member demographics, health status, and personal preferences.