Empowering the customer is not a trend limited to high tech. With recent changes to health care policy and the Affordable Care Act, for most payors, member satisfaction has become the most important issue. Companies are restructuring, and investing, around those opportunities that will enhance the member experience. In fact, there’s even an overall star rating that combine the scores for quality of service. So how can payors meet member expectations around healthy living and member experience? Marketing Automation certainly provides tools that can aid in these expectations.
Below are 6 Payor challenges, and how marketing automation can address each. 
- There is a larger audience to communicate with regularly. The pool of members, and potential members, is increasing. Not only must payors communicate with each member, but they must do this regularly. With marketing automation, payors can now plan for and automate communications. They can also score engagement and understand where their attention is required at any given point in time.
- Capturing member feedback, and addressing that feedback, is a necessity. Survey forms, built with the marketing automation technology, allow a company to capture the feedback of each member, and store that feedback against the member record. Companies can then segment that data and develop responses based on a member’s Digital Body Language.
- Improving the member experience and aligning with relationship management is a must. Marketing Automation allows for real-time engagement. With the sales enablement tools available, payors can now integrate with existing CRM systems, as well as segment and channel opportunities based on Digital Body Language and other pre-defined requirements. Companies can provide the tools to better enable their agents to build those relationships and improve the member experience.
- Companies must also meet compliance and security standards. Marketing Automation allows companies to develop governance and compliance checks and balances. Content can be pre-approved and compliance teams become a part of the process. Approved content can also be locked down so brand standards remain intact.
- Payors must do more with less. Challenged with meeting member expectations, companies must do so with fewer resources, and in less time. Marketing Automation provides improved workflow and process efficiencies.
- Actionable insights are a sought after requirement. Companies want to better understand their business, and make smarter business decisions. Along with understanding campaign and content performance, marketing automation provides analytics around member and employee engagement, geographic opportunity, and agent revenue potential.
By implementing marketing automation into your business and communication strategy, you can now meet the demands and pressures for a more positive member experience. You can optimize communications at every turn, evolve ratings capabilities, and extend analytics across the enterprise.