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BCBS Insurer Seeks Healthier Engagement
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Re: Engagement to reduce costs
  • 7/14/2014 8:30:38 AM
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@Maryam, right -- it's no secret that insurers and others in the healthcare ecosystem haven't had to be all that customer friendly with the old system.  As the industry transforms itself, those that don't rebuild with consumer centricity will fall by the wayside, for the most part.

Re: Reaching out to customers
  • 7/14/2014 8:27:38 AM
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@ethBreedlove -- having access to the person who owns the claim at an insurer -- now that would be something! And what if that could be the same person all the time? That potential personalized service would be great for somebody who is filing a lot of claims for disease treatment or a chronic condition. 

Re: Engagement to reduce costs
  • 7/13/2014 7:13:53 PM
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Maryam, the transformation of the health industry to one of increased competition and demand for more and better services is definitely driving efforts of this kind. Gone are the days of, this is what we'll offer you, like or not attitude. Smartly, the industry is striving to not only changing consumer perception but corporate attitude.

Engagement to reduce costs
  • 7/12/2014 2:23:04 AM
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Beth it's an excellent on much of the relationship with healthcare providers and their insured base has been based on a transactional relationship. My healthcare provider is doing more to try and engage me in their data collection efforts but overall the communication is still very transactional in nature. I would this k that increased communication and education of the benefits and processes would help health insurers reduce call volumes and create more satisfied clients. I think the lack of engagement stems from the days when few had a choice in healthcare provider now many do have a choice and marketing to the potential base would be effective in attracting and retaining their client base.

Re: Reaching out to customers
  • 7/11/2014 6:44:05 PM
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Insurance and consumer friendly don't really seem to go hand in hand at times, except for when you are signing up.

It would be nice if people could track their claims on line and have access to the person who owns that claim.   Being left in the dark is the most frustrating experience.

Re: Reaching out to customers
  • 7/11/2014 4:24:39 PM
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Right, James. I don't think this will be easy, but as Shawn said, consumers increasingly expect any type of messaging they receive -- whether that's about the latest shoe sale at Macy's or a tip for managing diabetes -- to be very much on target -- and delivered where they want it. (And health insurers can learn a lot from retailers, many of whom have gotten quite good at optimizing the customer experience.)

Reaching out to customers
  • 7/11/2014 3:06:17 PM
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@Beth. I enjoyed Shawn Sullivan's presentation on the A2 Radio Show yesterday. It's great to see how BCBSNC is reaching out to customers not just to feed them a lot of information but to identify their likes and dislikes when it comes to how they get that information.



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