Start with a Use Case
AWS offers a powerful set of patient and member engagement services for the health and health insurance industry.
Before exploring services like AWS Pinpoint, AWS Personalize or AWS powered real-time interaction tools, it’s best to start with identifying your top use cases.
This post curates a list of the top patient and member engagement use cases, which you can use as a source of inspiration.
A Note About Channels
Use cases are often applicable across multiple channels, which members and patient will show their own individual preferences for. You also need to be prepared for new channels to be added as they show popularity.
Example channels to consider include: web, mobile, interactive email (AMP), SMS, outbound voice, inbound voice, 3rd party media and social.
Patient / Member Interaction Library
| Sub-Industry(s) | Name | Description | Benefits |
|---|---|---|---|
| Health Benefits | Find Provider Nudge | Message customers with interactive map and list of service providers. Suggest most relevant providers based on member’s home address and known or predicted service type needs. Channels: interactive email, web, mobile | Retention through realization of plan benefits. Reduced gap in care. |
| Health Benefits, Clinical | Abandoned Appointment | Message customers with suggested date and time windows for appointment with service provider. Channels: interactive email, web, mobile | Adherence. Reduced gap in care. |
| Pharmacy | Refill reminder | Reminder to refill prescription. Include “refill now” button to begin refill process. Channels: interactive email, web, mobile | Adherence. |
| Clinical | Gap in care nudge | Remind member that they have missed or are about to miss a critical screening test. Pop-up, banner, or highlighted message in secure inbox. Channels: interactive email, web, mobile, SMS, outbound voice | Reduced gap in care. |
| Wealth | Next Best Action on Log-off | Target members with cross-sell, up-sell and messages to increase contribution amounts after they show signs of completing their inbound activity (e.g. downloading tax receipt). For example, log-off, summary or confirmation pages (these pages have shown multiple times the uptake rate of other locations on web or mobile). | Cross-sell, up-sell. Increased assets under management. |
| Health Benefits | Unused Benefits Warning | Message members with a summary of unused benefits that are about to be lost due to roll-over due to anniversary. For example, unused massage benefits. Option to prioritize message for members with predicted churn. | Retention and increased satisfaction due to increased realization of benefits. |
| Health Benefits | Benefits Usage Summary | Message or display to members their realized benefits (“savings”) over the past year, or multiple years. Option to prioritize message for members with predicted churn. | Retention and increased satisfaction due to increased realization of benefits. |
| Clinical | Multi-step Screening Test Nudges | Some screening tests require multiple steps, which may include sending samples and awaiting results before subsequent action by the member. Ensure member completes all steps by providing nudges and reminders throughout the complete journey. | Improved health benefits. Reduced risk of emergency health services through preventative actions. |
| Health Benefits, Life, Disability, Wealth | Abandoned Application | Retarget customers with 3rd party channels that have abandoned an online application for benefits. Re-engage prospective members that are comparison shopping for individual insurance. | Acquisition. |
| Wellness | Wellness nudge | Summarize recent achievements within wellness program. Recommend and track next goal. | Improved health outcomes. Wellness program engagement. |
| Wellness | Rewards | Recommend personalized rewards for member based on their interests and profile. Offer options to easily redeem. Channels: interactive email, web, mobile | Improved health outcomes. Wellness program engagement. |
| Health Benefits | Claims Friction | Detect claims friction (e.g. multiple re-opening of pages, searches or browsing time on FAQ) and provide solutions such as: directing to relevant article, open chat-bot session, or offer live-agent callback. | Customer satisfaction. Improved retention. |
| Health Benefits | Digital Adoption | Provide a series of nudges as part of a “digital onboarding” campaign for new members or members that are showing interest in adopting digital service tools (e.g. e-statement, electronic claims etc.) | Reduced customer service costs. Customer satisfaction. |