With millions of previously uninsured healthcare consumers entering the marketplace, a dramatic shift from group to individual sales, and the impending launch of public Health Insurance Exchanges, the competitive landscape of healthcare is in the midst of a seismic shift. This represents a jump ball for health plans – with millions of members and billions of dollars up for grabs. How effectively health plans attract and retain those members will determine their success.
This creates a significant opportunity for the health plans that can turn this changing environment into a competitive advantage. The most successful healthcare businesses are the ones that influence clinical, financial, and patient experience outcomes, versus analyzing them after they occur, then mapping a response. In marketing, that means enabling contextual customer management – having the ability to respond more quickly with the right offer to a targeted individual or a group, based on multiple factors that determine the optimal mix of product, channel, pricing, and promotion. The prize for plans that embrace this approach is increased market share at a lower cost of acquisition.
Here’s how to do it: