Here are some of the ways FirstCare is working to improve its score:
1. Increased online presence.
The insurer uses a combination of paid and organic social posts to draw people to its social channels. It has also introduced more video marketing to increase brand awareness. “The goal is to engage members, gain interest from prospective customers, and involve employees,” Sullivan says. The company is adding more digital ads and enhancing its website presence with search engine optimization. It also plans to launch a blog for employers and brokers who make decisions about health plans.
2. Improved self-service.
Offered through its member self-service portal, online tools help customers understand the changing face of healthcare. Examples include counters showing a member’s deductible, out-of-pocket maximum, and claims information; medical benefits and prescription drug information; an online provider finder; cost estimators; and, wellness tools.
3. Enhanced ID cards.
ID cards are now easier to read and include additional important phone numbers and quick references for members to get the information they need quickly. Instead of a laminated paper card, they are durable plastic.
4. Rethinking member touchpoints.
FirstCare is evaluating how staff members answer the phone, what members see online, what they receive in the mail and via email, and how prospective members might engage with FirstCare in the community. The organization wants to be seen as more member centered. “One example is changing the name of our call center to ‘customer service’ center,” Dent says. “We need to continue to steer away from referring to our offerings from an operational standpoint and move to descriptions that are more meaningful to and reflective of our customers.”
5. Increased communications.
FirstCare is increasing its direct email communications to membership. For example, it provides reminders to members regarding flu shots and scheduling wellness check ups with primary care physicians. It is also increasing the number of contact points members can use to ask questions.
Karen Appold is a medical writer in Lehigh Valley, Pennsylvania.