Payors Members Journey - Medicare
Business Objectives
Payors are facing pressures to evolve customer engagement through a digital-first approach as consumers increasingly research health provider and insurance coverage information online and actively seek digital self-service offerings that meet their needs when they want, where they want.
In response to the demands of increasingly empowered and informed healthcare consumers, payors are looking for ways to deliver improved transparency, preventative wellness programs, and a more collaborative approach to care.
There is a significant opportunity for payers to reduce costs, improve member satisfaction, and improve health outcomes by delivering a seamless omnichannel experience that increases member acquisition and retention.
Persona Intro
Sarah is 31 years old, lives in Los Angeles, and is a self-employed freelancer. She needs to purchase her own health insurance and has not yet begun her search.
Phase - Awareness
Steps
Starting point
Start by opening the https://dsn.adobe.com/web/exp-news/business (News Page)
Sarah is looking at the ExpNews page and sees a targeted ad for we.Healthcare Insurance Plans.
Open the page ExpNews page
(All instructions in green are actions for the demonstrator to perform)
She clicks on it and lands on a personalised site based on her interest in insurance plans.
Click on "Start Now" in the "Choose your plan" section
She completes a brief quiz so that we.Healthcare can display only the insurance plans that meet her needs and provide the coverage she is looking for.
Go through the wizard. Click on the radio buttons for the answer. Finally click on Submit.
Sarah clicks on an insurance plan that she is interested in.
Click on "Apply Now" under HMO plan.
She enters in some of her information but gets distracted and leaves the site without completing the enrolment.
Fill all fields on step 1 click Next. Don't click Next on Section 2.
Some time later she receives an email encouraging her to return to the site and complete her enrolment. Behind the scenes we.Healthcare - Insurance Quiz Abandonment journey is triggered.
Check your inbox. After a minute a journey will be triggered for people who have selected a plan but didn't finish the application.
Sarah clicks the link on her mobile device and sees the form where she left off. She submits the application. This triggers the
.
Click on"Finish Application" in email. She is redirected to page where she left. Provide all details.
She immediately receives a welcome message via her preferred channel (email) with an onboarding checklist.
She clicks on the CTA button and goes through the onboarding. She is able to sign in and complete all paperwork online.
Click on "Begin" in the email received.
She also schedules her first check-up appointment and receives confirmation email.
Sarah visits doctor's office for the scheduled check-up. After the visit she calls the support line with a billing inquiry. The we.Healthcare agent immediately accesses her profile and recent interactions to quickly help answer Sarah's questions. The agent also sees that Sarah is not enrolled in a wellness program and recommends she do so. Sarah agrees and the agent initiates Sarah's wellness program invite.
Open Customer Experience app: https://dsn.adobe.com/cx2/we-helathcare-cx2
Provide the email address to see the interactions she has been doing and to see the recommended offer. Click on "Accept" below the displayed Wellness Program Offer.
Sarah receives the wellness program enrolment invite immediately after the call.
She clicks the link and sets up the program from her phone.