Post on 14-Jan-2017
Onboarding:Five Communication Lessons Learned
Digital Communication Objectives
ConsistencyScalePersonalizationInteractiveSynchronization
Diagramming the OptimalOnboarding Process
Lesson #1: Keep your eye on the prize
• Define and Prioritize success
• How will it be measured – Systems, intervals, owners– Benchmarks– Indirect measures– Segments
• Beyond Onboarding– Quality– Retention
Reduce call center cost/volume
Increase member NPS
Increase effectuation (auto-enroll)
Increase digital adoption
Lesson #2: What’s in it for me?
Choose your PCP Achieve *your* health goals
Schedule your screening Get the most benefits for your money
Register on the portal Claim your incentive
Sign up for mail-order refills
Save time and money on prescriptions
Download the app Have information at your fingertips
Pay now Don’t let your coverage lapse
Lesson #3: Its personal
Common attributes • Demographics (age, ethnicity, family composition)• Preferences (language, cadence, channel)
Next generation• Past interactions (claims, communications history like
portal activity, contact center, social media)• Context/relevance (location, time of day/day of week)
Lesson #4: Don’t waste your breath
Common pitfalls
• TMI • Irrelevant• Cluttered• Repeated• Not prioritized
Every member touch point is precious.Be careful not to dilute your important communication with less critical and distracting messages
Lesson #5: Make it a conversation
Let me:
• Interrupt
• Take a break to digest
• Ask questions and delve deeper
• Take action when I’ve heard enough
• Pick up where we left off
• Know that you heard me
• Hear your compassion
Onboarding-First impressions are lasting
• Keep your eye on the prize
• Acknowledge and support consumerism
• Add context to make it personal and relevant
• Prioritize your outreach; don’t overwhelm
• Enable a real conversation
A well defined approach, including input from important stakeholders, can help your plan to achieve quantifiable results at this important touch point.
Let’s Talk!
Deb PurcellDirector Healthcare SolutionsPitney Bowes
Deb.purcell@pb.com
203.796.6457
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