Most care management programs are returning suboptimal ROI due to poor enrollment by the members – averaging between 25% – 40%. These programs often do not identify the right people to target and miss the mark in their outreach efforts, by just relying on phone calls or text messages for all program participants regardless of their preferences.

I had a call with Verizon recently about the spam messages I have been receiving, and the advice from their fraud department was to not pick up calls from anyone that I don’t know. Most of your members are doing the same, not picking up the phone when a call is made by the coordinators, and even the ones who do, a significant percentage of them (over 40%) don’t engage with the programs or drop out before the completion.

We discussed the first topic of targeting the right people for your care management a few weeks ago. In this blog, we will cover how to improve your ability to enroll new patients. With the new technology infrastructure that can analyze wide swaths of data and communication tools that can help you connect with members across multiple channels, you now can achieve better results in your outreach campaigns and realize the full potential of care management.

Three steps to get it right

So what does it take to get better results for enrollment? Here are three steps to success:

  1. Create a single view of the patient
  2. Establish an outbound strategy based on data-driven digital infrastructure
  3. Create easy patient experiences across all channels

Create a single view of the patient

It is well known that healthcare data is spread across multiple IT systems that don’t talk to each other. Without the knowledge of the patient’s condition profile, utilization, and preferences, you are missing important details that can be used to personalize the messages that they will respond to. Sending something generic to all patients with diabetes will not have as much impact as sending something that is personal to the member based on the knowledge you have gathered through the unified view of the patient record.

Unified patient longitudinal record

When creating and maintaining a single view of the patient, keep these points in mind:

  • Having a lot of patient data is not the same as having a single unified longitudinal view of the patient It’s not just the data itself that is important; it’s what you can do with it.
  • Your patient view must evolve. Patients may have new conditions, a new phone or a new email address. Your unified patient view must change along with them.

Establish an outbound strategy based on data-driven digital infrastructure

Calling people and leaving voicemails is no longer a good strategy. It is important to build your outbound strategy on a strong digital care management platform. The solution should provide –

  • Campaign management, including capabilities to do patient segmentation and choose the medium of execution (phone calls, emails, text, app notifications).
  • Content management, including capabilities to create a device and channel-specific multilingual content. What works in email does not work in the text.
  • Advanced execution, including capabilities to define the day of the week, and time of the day for sending the messages
  • Advanced analytics, including predictive analytics and campaign optimization, shows you what worked and what didn’t and how to fix and reengage.
data-driven digital infrastructure to improve the engagement of your care management programs

Additionally, the platform must be able to provide you with the tools to do A/B testing where two groups of patient cohorts are engaged in slightly different ways (for example, text messages versus emails with different content) to find the version that would work better for the larger audience.

Create easy patient enrollment experiences across all channels

The intake process in most care management programs involves asking a lot of questions. The answers to these questions are important because they drive the interventions in the care plan. However many patients don’t feel comfortable answering these questions living with another individual they’ve never met. The barrier to participation due to unease increases further when attempting to ask these sensitive questions in person. Digital care management solution provides the tools to share these questions via texts, mobile app notifications, or emails on smartphones or computers. This means the patient can answer when they want to, where they want to. The assessments can be tailored for relevance, by asking additional questions only when those are relevant based on the already provided responses.

To improve the odds of success for your care management programs, you must meet your patients where they are. And they are everywhere. And as the number of channels continues to rise – and it will – the need to embrace data-driven multichannel outreach is not only a good idea but a critical one. By leveraging the multichannel marketing capabilities of the digital care management platform, you will be able to simplify the creation and execution of cross-channel campaigns. And improve the ROI – by reaching the right patient through the right channel at the right time, while reducing costs and improving the effectiveness and performance of your outreach and enrollment efforts.