Member Engagement at Scale: Orchestrating Member Touchpoints

An effective engagement strategy is critical for helping Managed Care Organizations (MCOs) connect and communicate with their members. Our previous post explored the steps MCOs should take to construct an effective and scalable outreach strategy.

Crafting personalized touchpoints and establishing seamless communication cadences are pivotal steps. MCOs that employ these methods find greater engagement rates. For example, Sagitec's HealConnect platform helped MCOs engage with over 2 million members in the last year alone.

However, behind these strategies lies a crucial aspect often overlooked: identifying internal stakeholders who own the different touchpoints of the member journey.

MCOs often function as ecosystems where various departments and teams contribute to member engagement. From member onboarding to quality reminders, each touchpoint demands ownership and expertise. In this blog, we dive into methods to identify these stakeholders and tailor journey maps and communications to meet their needs.

Step One: Mapping Internal Touchpoints

The first step in identifying internal stakeholders is comprehensively mapping out the member journey. Begin by dissecting the journey into distinct touchpoints, from initial enrollment to ongoing care management. Each touchpoint represents an opportunity for engagement and interaction with the member.

Consider the following touchpoints:

• Member Onboarding: The initial phase where members enroll and familiarize themselves with MCO services.
• Health Assessments and Screenings: This is vital for understanding members' health status and risk factors.
• Care Coordination: This ensures seamless transitions between providers and services.
• Quality Reminders: These promote preventive care and ensure adherence to quality measures.
• Behavioral Health Support: Resources can provide access to mental health resources and support services.

Step Two: Identifying Stakeholders

Once touchpoints are identified, it is crucial to pinpoint the stakeholders responsible for each stage. Stakeholders may vary depending on the organization's structure but typically include:

• Member Services: Overseeing member onboarding and addressing inquiries and concerns.
• Clinical Teams: Conducting health assessments, coordinating care, and providing clinical guidance.
• Quality Improvement Teams: Monitoring quality metrics, sending reminders, and promoting preventive care.
• Behavioral Health Specialists: Offering mental health support and resources for members in need.

Engage stakeholders from each activity to ensure alignment with the overarching member engagement strategy. Establish clear roles, responsibilities, and communication channels to foster collaboration and accountability.

Step Three: Tailoring Communications and Journey Maps

With stakeholders identified, tailor communications and journey maps to meet their unique needs and objectives. Here is how:

• Member-Centric Approach: Ensure communications prioritize member needs and preferences, focusing on clarity, accessibility, and relevance – see our previous blog for additional details.
• Training and Support: Provide stakeholders with comprehensive training and resources to effectively execute their roles within the member journey.
• Feedback Mechanisms: Establish feedback loops to gather insights from stakeholders and members, allowing for continuous improvement and adaptation.
• Technology Integration: Leverage technology solutions to streamline communication processes and enhance stakeholder engagement. Sagitec's HealConnect platform is a great resource to consider. Click here to learn more about HealConnect.

By customizing communications and journey maps to align with stakeholder needs, MCOs can optimize member engagement and drive better health outcomes.

Conclusion

Internal stakeholders are the driving force behind effective touchpoints and communication strategies. By identifying stakeholders, mapping internal touchpoints, and tailoring communications to meet their needs, MCOs can orchestrate seamless member journeys and foster meaningful connections with Medicaid members.