The 5-step staff efficiency framework for reaching your member engagement goals
How to drive a digital transformation strategy that extends care resources
“Implementing technology is the easy part. Getting adoption and change management over the line is really the hard work.”
- Health plan executive
Staff adoption & efficiency: The key to achieving digital member engagement
A digital health management offering has become table stakes for health insurance plans seeking to give members the convenient experience they deserve, while engaging them toward better health outcomes. According to a Wellframe survey of more than 1,100 insured individuals, 72% said they would use a virtual care management team to manage a health condition.
But investing in a digital health platform is only one step of a larger digital transformation journey. In order to demonstrate overall program ROI and member engagement, health plan leaders must first ensure frontline staff can use technology investments efficiently and effectively. This requires a thoughtful change management strategy that prepares and supports staff, establishes the necessary steps for change, and monitors pre- and post-change activities to ensure successful technology implementation.
This may sound like a daunting undertaking. But with this proven step-by-step strategy, leaders can help staff adopt new technology to drive meaningful member engagement, more efficiently.
The 5-step framework for driving staff efficiency through digital transformation
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Complete these exercises to help inform your digital transformation strategy, so you can drive staff efficiency and member engagement.
Step 1: Assess
Observe and discover current care team design, staff members, workflows, strategies, care models, and training modalities.
Step 2: Diagnose
Based on information collected, identify problems, risks, and strengths to adopting new digital health technology.
Step 3: Plan
Identify recommendations and goals for training, engagement, workflows, and staff adoption.
Step 4: Implement
Execute recommendations and goals, ensuring there is accountability from executive leadership.
Step 5: Evaluate
Review data-driven outcomes and metrics to build on your success or modify plans as needed in order to continuously improve.
Leadership best practices for extending the reach of care teams
When care management staff is prepared and positioned for success, digital health management platforms can extend their capacity to support more members. We’ve observed that leaders who focus on the following strategies can help their organization succeed with new digital initiatives.
Shift to a digital-first mindset
Digital tools can take administrative work off care managers’ plates. For example, web-based staff dashboards can help prioritize members in need of attention, surface real time insights, and offer time-saving group messaging. But if care teams focus primarily on telephonic engagement, these digital tools will feel more like an added burden to their traditional workflow.
Instead, leaders must ensure their digital strategy can help staff rethink their workflow and focus alike. When staff embrace digital channels to engage members, they can create more successful and meaningful member touchpoints without added work.
Establish performance management accountability
Health plans leaders often spend a good deal of time determining their definition of success for the overall digital program, but we observe that those performance metrics and goals may not be carried down to the individual level.
We recommend instituting digital performance metrics as part of your standard evaluations for team members, and it’s critical to ensure that those goals don’t compete with telephonic performance metrics. Make sure to set goals both for onboarding members to the digital tool as well as engaging members through digital channels once they’ve adopted the technology.
Embrace multichannel marketing to recruit members
It’s not enough to simply offer a digital health tool to your members. Organizations must actively recruit members into the program to ensure adoption and keep members engaged in a way that’s valuable to them. But it’s simply not scalable for health plan staff to recruit members to your platform using telephonic outreach alone. By partnering with your marketing team, it’s possible to boost member adoption and engagement with greater efficiency—while also positioning clinicians to focus on the work they do best.
Leverage your marketing team’s insights on reaching and engaging more people in different ways, through digital channels such as email and social media. To make sure your outreach is relevant to the member, target your marketing campaigns to key events along the member’s healthcare journey, such as open enrollment. At each touchpoint, it’s crucial to ensure your messaging will resonate with the segments and personas you’re targeting by first speaking to the member’s needs and challenges while avoiding jargon.
Shift member onboarding to non-clinical staff
Even when plans leverage multichannel marketing to boost digital health recruitment, it’s often necessary to augment those campaigns with telephonic outreach as well. This work can often fall to care managers, requiring that they spend a significant portion of their time calling members in order to support digital adoption and onboarding. This leaves these licensed clinicians with less time to spend actually working with members and providing the support they are trained to deliver.
By reallocating digital health recruitment and onboarding to non-clinical specialists, care managers can practice at the top of their license.
Continuously enforce operational changes
Putting new goals and practices into place requires regular enforcement to ensure long-term results like improved engagement and staff capacity. Make sure there is executive leadership in place to hold teams accountable, digest feedback as the program progresses, and determine ways to improve.
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Ready to get started on a digital transformation strategy that improves care team capacity? Complete these questions to make sure your teams are positioned to reach your member engagement goals.