Hallmark Health Plan Pulse Check: February 2024
Joe Dahlkemper
Member Engagement Strategy | Stars | CAHPS | HOS | HEDIS | Retention | Health Equity
Welcome to February’s Hallmark Health Plan Pulse Check, my monthly newsletter where I share the latest member engagement strategies. Below are the studies that caught my eye this month, along with strategies to boost member engagement and valuable tips for enhancing customer acquisition and retention.
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The Deft Research 2023 Medicare Member Experience Study has confirmed an important shift in the industry.
Their data reveals a split in Medicare Advantage (MA) member satisfaction; half of MA members provided a 9-10 Overall Plan Rating, while the other half provided a Lower Overall Rating.
This suggests that while innovative benefits in MA plans are expected to boost satisfaction, they might not be as impactful as anticipated. It's a signal to reassess how we bring value to members, and how we can answer consumer expectations for connection and commitment with strategies that go beyond new features or benefits.
Member engagements that start strong stay strong.
The next few years will continue to present MA plans with a new-member challenge; new members often have lower loyalty ratings, and the demographic shift rolls more members into the 65+ age category daily. With more plans than ever to choose from, customers need to feel connected and cared for quickly.
75% of card recipients feel more connected to health plans that send Hallmark cards–it’s never too early to send a new member a Hallmark-branded greeting.
Recommended by LinkedIn
This is big news for the impact of Health Equity on CAHPS ratings.
Deft Research has created a Health Equity Index (HEI) comprising 26 factors across insurance understanding, access, outcomes, utilization, and trust, which reveals significant disparities in health equity across race and income.
Further, there's a clear linear relationship between HEI scores and Overall Plan Ratings: higher HEI scores correlate with higher satisfaction. According to their research, only 18% of members in the lowest fifth of HEI provided a 9-10 Overall Plan Rating. Health equity isn't just a responsibility; it's a make-or-break imperative in the competitive MA landscape we're seeing today.
Support comes in many forms, and care navigation strategies help members understand the full range of their benefits, which leads to increased utilization and improved retention.
Hallmark cards provide an effective and memorable way to bring more information to your members. Health plans use Hallmark campaigns to prompt healthy action, share plan updates and benefits, and help members make the most of their plans.
Contact me to explore member engagement best practices with proven results for health plans.
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Thanks for subscribing, and stay tuned for next month’s Hallmark Health Plan Pulse Check.