How Inventory & Governance Can Transform Member Engagement

Grocery shopping inventory

Before heading to the grocery store, we all typically complete one common task: reviewing what we have in our refrigerator and cabinets. This allows us to quickly assess what we have and what we need. While some of us meticulously make lists, others rely on "eyeballing" what we have, risking buying duplicates or missing key ingredients. Taking a few minutes to evaluate current state ensures we spend our money wisely, manage available pantry space, and hopefully avoid last-minute trips to the store for missing items.

When it comes to managing and optimizing your organization’s member communications, how often do you take inventory of what is being sent before adding new touchpoints? It’s not uncommon for plans to “eyeball” what they think is going out to members, but these estimates can result in messaging overlap, abrasion, and a poor member experience.

Completing a thorough communications touchpoint inventory not only aids in tactical decision-making around adding or changing a campaign, but can also support larger strategic initiatives such as print cost savings and digitization.

Developing communication touchpoint inventories has demonstrated tangible success for many of our clients, including:

  • 15-20% reduction in communication costs following assessment and prioritization of existing communications touchpoint inventory.
  • Reduced member abrasion by decreasing the average number of touches per member.
  • Improved member experience by honoring channel preferences and digitizing outreach as appropriate.

In today’s healthcare environment, the numerous member needs, ongoing budget restrictions, and continued consumer empowerment make it necessary to understand each member message going out the door. Particular areas that would benefit:

  • The New CMS Final Rule: New supplemental benefit communication requirements coming out of the Final Rule could add significant resource lift and expense to your budget. Instead of sending ineffective or redundant communications, use those dollars to fulfill this new requirement.
  • Digital transformation: Member plan satisfaction directly correlates to renewal rates. Digging into your touchpoint inventory can help organize and prioritize which communications to send digitally.

When creating your communications touchpoint inventory, keep the following in mind:

Collect it all, but not all at once. Even for a smaller payer, the collection of all touchpoints is a daunting task. Make it manageable by collecting your communications by population or condition segments. To begin, apply parameters such as only population health communications or all Medicare communications excluding dental. Start small and build over time.

Make it searchable and sortable by applying a taxonomy. Create a usable taxonomy or set of metadata that will help you understand your communications touchpoint inventory. By sorting your data into useful buckets, you’ll find actionable opportunities.

Set ground rules and put someone in charge. For both your inventory and your taxonomy, create a process or governance structure to manage ongoing use. Establishing a repeatable process will ensure accuracy, consistency, and accountability across the inventory and the organization.

Feeling overwhelmed by the thought of collecting all your member touchpoints? Don’t be—Engagys can help, and we’ll even give you some tips on optimizing your grocery shopping too. Give us a call to get started.

Shannon O'Connell
  • Shannon O'Connell

As Senior Manager for Engagys, Shannon O’Connell leads projects that drive behavior change for health plans. She is especially focused on the Medicare population and populations that experience the barriers of social determinants of health. She has over a decade of experience in healthcare with a passion and focus on improving member and provider engagement with a C360 communications approach. Her expertise includes leading teams through producing and improving communications mapping, inventory, and taxonomy development, print to digital strategy, communications governance models, and campaign optimization.