HEALTHCARE OPEN ENROLLMENT CHECKLIST:

5 Steps to Retain Members

The open enrollment period (November 1- January 31st)

is a critical time for health plans to engage their members

and attract new customers as consumers assess their

health coverage options. Here are five steps insurers can

take to successfully engage members before, during, and

after the open enrollment period.

5 S T E P S T O R E T A I N M E M B E R S

Educate Members on the Value of Your PlanHealth plans are an opportunity to remind members of the benefits provided and to influence them to stay with the plan. The more knowledgeable people are about health coverage, the more empowered they are to make smart choices about their unique health needs.

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Host educational events and provide online tools to help consumers understand their plan options and make it easy for them to enroll. Provide ongoing communication personalized toward their conditions or life events (pregnancy).

TA K E A C T I O N

5 S T E P S T O R E T A I N M E M B E R S

TA K E A C T I O N

Make the plan benefits clear and easy to understand. Adopt tools like cost calculators and filters that make it easier for members to compare benefits and find the most effective care for them. Send a welcome package that educates members about the value of their benefits and how they can save money. For instance, remind members of how much it would cost to have an emergency operation, see a specialist, or get prescription medication without any insurance.

Make It Easy to Compare Plans Information transparency and convenience are important for maintaining customer loyalty. Companies should remind members why they signed up and better educate them on the benefits by providing side-by-side comparisons of their plan options.

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5 S T E P S T O R E T A I N M E M B E R S

TA K E A C T I O N Contact Members on Their TermsWhen shopping for a health provider, members are inundated with messages about their coverage. To alleviate frustration, take their communication channel preferences into consideration.

Survey your most valuable members on their communication preferences to effectively influence their behavior. Ask members if they want to be contacted via email, phone, text, or chat. Surveying your most valuable customers on their communication preferences will help your organization stay ahead of the competition and be more effective in influencing member behavior.

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5 S T E P S T O R E T A I N M E M B E R S

Stay Engaged Many consumers may wait until the deadline to select or renew a plan so it’s important to stay engaged. Plans need to have a year-round engagement strategy for identifying, communicating, and engaging with members on an on-going basis.

TA K E A C T I O N

Remind members when the deadline is approaching, but don’t bombard them with messages. Before that, engage with them throughout the year about important updates, changes in their plans, activities they would benefit from, or how they can save money. For instance, make it easy for members to understand how much a procedure will cost up front and describe what they need to know before and after receiving care.

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5 S T E P S T O R E T A I N M E M B E R S

TA K E A C T I O N Pay Close AttentionAs the current open enrollment period unfolds, employ behavioral analysts to analyze key patterns and trends in how and why consumers choose their plans and determine what types of plans are experiencing the most changes.

Analyze whether people are downshifting to plans with fewer benefits to save money or are they also looking at the value-added components of a plan? Are they evaluating a plan’s pharmacy networks? Finally, what are people saying about the user experience?

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5 S T E P S T O R E T A I N M E M B E R S

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