Managed Healthcare Executive, USA: Senior Vice President of Strategy and Corporate Development at TriZetto, a Cognizant Company, Says Healthcare Must Move From Functional Communication to Real Member Engagement

Managed care plans are using an array of tools to improve members’ individual experiences, build trust and become more understandable and accessible, writes Judy Packer-Tursman.

Larry Bridge of TriZetto, a business unit within Cognizant’s healthcare practice, says finding ways to better engage with consumers is key. “I think the key shift that healthcare hasn't made is moving from functional communication to real [member] engagement,” he says.

Apart from investing in tools and technology, plans must consider individuals “longitudinally over time” and think broadly about how to address populations' preferences (such as not focusing on mobile apps for seniors), Bridge says. It’s important to have “24-7 multi-channel engagement,” ensuring members “can trust you to follow up and respect everybody's time” by not making them repeat information, he says.

Packer-Tursman goes on to describe six strategies plans should consider when attempting to improve the customer experience:

1. Simplify language.

2. Shore up basic information channels.

3. Open new channels.

4. Orchestrate communications.

5. Streamline processes.

6. Show the value.

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