Solution Brief
Hyper-personalized communications
Deliver a healthier future through hyper-personalized member communications and experiences
The issue
Health insurers play a vital role in the health of individuals and communities, from ensuring access to affordable primary care and specialists to providing care management programs for members with chronic conditions. But, effective communication from health plans is necessary to achieve better experiences and health outcomes for their members.
"One-click” and easy, guided transactions from retailers and other service providers have raised consumer expectations. Your health plan members now expect interactive, personalized online experiences that provide real-time health advice and recommendations.
In a competitive market filled with new entrants, health plans are under pressure to improve member satisfaction, increase member acquisition and build brand loyalty. McKinsey estimates that, on average, health insurance payers would save roughly 10% to 15% of their administrative costs by investing in digital capabilities that strengthen connectivity with members, achieve greater efficiency and automation, better decision making, and advanced innovation.
The challenge
Integrating available data
It is essential to analyze data from all available sources, including combining clinical and marketing data, consumer purchase history and social behavior. Health insurers can make better decisions along the member journey by applying AI and analytics to integrated member-centric data. That means they can pay for and deliver care at the right time and place, leading to improved outcomes, lower costs and a better experience.
Developing member insight for data-driven decisions
The depth of prescription drug, treatment history, call center, and sales and marketing data can be overwhelming. It’s difficult to develop next-best-action recommendations and communicate complex messages in simple language to foster clear, productive dialogue and behavior change. Health insurers need advanced analytics and AI for a deeper understanding of members and member identification on demand.
Personalizing messages and experiences
Personalized messages create a meaningful, trusted relationship. With targeted campaigns and real-time personalization, individuals become healthier, and health insurers earn a higher return on marketing investment.
(Develop insight into members for data-driven decisions; Predict future needs of members/patients; Improve health outcomes through targeted campaigns; Personalize member communications and experience;)
Our approach
Real-time insights into members’ digital behavior allow personalization in the moments that matter, such as finding a physician or selecting the right plan.
We approach the problem by providing software and services to help you:
Build a dynamic and comprehensive member profile
Capture behavioral data from online and offline sources across digital properties and call center interactions in a single, unified platform to better understand member needs and preferences.
Optimize planning and execution for member-centric marketing
Boost return on marketing investment and improve internal coordination and collaboration with an integrated infrastructure for planning, content execution and data governance.
Member journey optimization
Build a continuous, optimized member journey across touchpoints (including remote and telehealth environments) by integrating member data and using AI and analytics to deliver contextually relevant health advice.
Real-time digital content placement
Take control of the moments that matter – such as choosing a physician or scheduling an urgent appointment – by personalizing website and mobile experiences based on member behaviors and history.
Personalize communications at scale
Easily define target segments and assign messages, using analytics and AI to identify tailored recommendations and interactions. Use generative AI to gain insights into the most common issues/questions asked to fine-tune communication.
SAS difference
SAS operations and experience analytics solutions help health insurance organizations expand their current capabilities to deliver personalization at scale and member insight for data-driven decisions, critical capabilities for better health outcomes, lower costs and better experiences.
SAS is uniquely situated to help personalize member communication and experiences based on our:
- Expertise advising and implementing proven data management, AI and analytics solutions for leading private and public health insurers around the globe.
- Experience implementing marketing analytics solutions in retail, insurance, banking and other customer-focused industries.
- Ability to integrate diverse data from multiple sources into a unified, shared platform that all stakeholders can access via a user-friendly interface while supporting compliance with privacy regulations.
- Trusted predictive modeling solutions known for boosting the efficiency of data science and marketing teams.
As health care organizations focus on better outcomes, improved member experiences and lower costs, having a trusted data and AI partner brings peace of mind and confidence to your decisions. We’re ready to put our experience to work for you.
SAS facts
>60
countries with SAS health care customers
100%
of health care and life sciences Fortune Global 50 use SAS
>1,700
health and social services customers worldwide