MEDSHIELD: Better health citizen communication

Connected and in touch with The Health Citizen

How can schemes better communicate and connect with the health citizen?

In a digital world that is constantly plugged in, the sheer volume of information communicated can be overwhelming, leaving consumers dazed and confused. This is even more prevalent in healthcare, which is governed by complex rules and filled with terminology and acronyms that even baffle those who work in the industry. As medical schemes we have a duty to demystify healthcare; we also need to innovate to create a personalised and value-adding communication proposition.

WHY SHOULD SCHEMES COMMUNICATE?

Schemes have a wealth of knowledge and data that can be life changing

BACK TO BASICS

How they would like to be contacted;

What time they would like to be communicated with;

What frequency; What content. for members. We have a responsibility and common interest to continuously educate, connect and empower members with facts about their health, their lifestyle and their healthcare spend, as well as keep them informed about how they can lead healthier, longer and more productive lives. In essence, a more informed member leads to healthier lifestyles, lower claims, better clinical outcomes and a more productive country.

WHAT SHOULD SCHEMES COMMUNICATE?

Gone are the days of one-size-fits-all communication. With the advent of the personalised era, schemes need to embrace personalised messages that unlock tailored value. This could be in the form of how to avoid co-payments, improve one’s health, or cope with a particular health condition or life stage.

In essence, the message must be meaningful and advise members how to navigate the complex healthcare ecosystem and encourage them along their personal healthcare journey.

WHEN, WHERE AND HOW

Through the advancement of technology, we have the potential to innovate and create convenient and personalised communication by empowering members to decide: 1. How they would like to be contacted, e.g. email, telephone,

SMS, WhatsApp, mobile app; 2. What time they would like to be communicated with, e.g. during work hours or on weekends; 3. What frequency, e.g. daily, weekly, monthly or on specific healthcare trigger events; 4. What type of content, e.g. specific health topics such as wellness, or monthly claims and benefit summary.

The above evolution of personalised communication is what schemes need to embrace to unlock hidden value for the health citizen.

THONESHAN NAIDOO

Principal Officer Medshield Medical Scheme