Health plans invest in trigger-based communications with focus on health and wellness

More than 50 percent of health plans will invest in trigger-based communications to prompt consumers to take action, according to a new IDC Health Insights research study commissioned by Pitney Bowes Software, a global leader in customer data, analytics and communications management. Trigger-based communications use data analytics to detect a consumer's current status and automatically initiate relevant communications to inspire consumer action.

According to the study, only 50% of health plans surveyed indicated that their organizations considered consumer communications a strategic initiative, yet they also report increasing investments aimed at better consumer engagement

The absence of a coordinated communication strategy becomes a liability as health plans execute more and more communications from multiple departments and business units. At least 50 percent of health plans surveyed reported initiating consumer communications from each of the major business units queried (Marketing, Health & Wellness, Customer Service, Care & Disease Management, Billing, Benefits and Claims).

"Health plans interviewed perceived communications technology as a source of competitive advantage, said Janice Young, Program Director, Healthcare Payer IT Strategies at IDC Health Insights. "Analytics capabilities will play a significant role in promoting member wellness and improved patient outcomes."

Other key findings include:

-- Process integration and multichannel delivery are top of the agenda for healthcare IT execs, supporting the move from paper and phone to more diverse channels.

-- Health plans have not adopted efficient and cost-effective communication models and are not yet leveraging new channels preferred by consumers.

-- The concept of a senior corporate executive responsible for managing and executing an enterprise-wide coordinated communication strategy is only just emerging.

To read Health Payer Communications: Strategies for Engagement, visit http://slp.pbinsight.com/info/idc-survey.