Best practices from the retail sector that can help plans revitalize their consumer relationships.
You don’t have to look far to see examples of how the U.S. retail industry is driving the healthcare sector to be more consumer-centric. In fact, some health plans are already using these strategies-whether it’s an integrated branding campaign or customer engagement tactics. Here are four best practices that innovative health plans can borrow (or, in some cases, continue to borrow) from the retail sector to help revitalize their relationships with consumers.
In the healthcare industry, we’ve long been aware of our shortcomings-and while we’ve made strides to close the gaps, the gaps still persist between a consumer orientation in the health insurance arena and other facets of our lives. But now, in addition to changing market dynamics, there are a number of new, innovative players emerging that are not encumbered by legacy systems and old thinking, and have clearly learned from retailers. Two of the new players-Wello and Greatist-are fun, engaging sites that have attracted big followings in a short amount of time.
Wello and Greatist are noteworthy examples of health companies that leverage technology and focus on what their audience needs and wants-similar to the retail sector’s approach. The good news is that health plans have a terrific opportunity to partner with companies like these to jump-start or expand their own efforts with member engagement. That’s a good strategy if the alternative is being marginalized in this dynamic environment.
Ann Mond Johnson serves as chairman of the Board of Managers of ConnectedHealth.