by Becky Kinder
At the World Congress Health Plan Consumer Experience and Retention Summit last week, I spoke alongside two other panelists about the importance of listening to the many ways that data talks. My fellow panelists shared that by listening to data extracted from their call center, they had been able to improve the experience of their members—many of whom had questions about how much of their health plan deductible they had met. A simple analysis of call data allowed them to significantly improve an online experience for their members. When paired with the stat from our 2018 WEX Health Clear Insights report that nearly two-thirds of employees are somewhat or very worried about unexpected healthcare needs and associated costs, you get a sense that people can have high levels of anxiety about pre-deductible and unexpected out-of-pocket spending.
Data-listening made simple and actionable
At WEX Health, we work hard every day to help consumers be better prepared—and less worried—about healthcare expenses. One of the ways we do this is by listening to the vast amount of data that’s collected as consumers interact with their benefit accounts.
Data is only useful if you have the right tools to make it actionable.
To help our partners leverage data to guide consumers to take the next step, we built powerful analytics tools that reveal useful insights for us and our partners: administrators, employers and consumers.
The data-driven insights found within WEX Health Cloud can be used by our partners to drive a consumer experience that is highly personable and relevant to the next step that a consumer may need to consider. That next step can be small, like contributing through payroll to a health savings account (HSA) or enrolling in a tax-saving dependent care account. Or it can be very daunting—like deciding how and whom to pay when you or a family member succumb to illness. Regardless of where consumers are in their healthcare journey, we want to be there with technology that helps make a difference in their lives.
Using data to personalize outreach to different consumer groups
Listening to data is also important when it comes to understanding how to personalize and reach different consumer segments. For instance, by analyzing aggregate consumers’ interaction with our portals and mobile apps, we found the 35 – 44 age group was more engaged than the 18 – 25 age group. This was a bit of a surprise to some who assumed that the younger population of users would be more likely to use these online tools. Armed with this information, you would want to vary the experience. Online campaigns and engagement may be preferred for the older segment, while outbound phone calls, employer-sponsored events or more interactive experiences may work better for younger audiences. This example is also a good reminder that we must listen to data with “open ears” to avoid missing insights that don’t map to our preconceived notions.
Data inevitably reveals a wealth of ideas that you can translate into action. I’m excited for what WEX Health will uncover as we continue to listen to data, and I’m even more excited about what we will be able to deliver into the hands of consumers through our continuous study. My hope is that we will reduce stress and anxiety and help consumers feel better about their financial wellness.
If you have not yet seen the 2018 WEX Health Clear Insights report, you can download it using this link. Also, see this recent blog post exploring the ways that WEX Health Cloud capabilities can be used to analyze, segment and effectively engage with consumers.
Director, Product Management at WEX Health
As a seasoned member of our Product Management team, Becky drives the definition and development of features for several different functional areas of the software, serving as the voice of our partners, employers, and consumers to our development teams. Specific areas of focus include notional accounts, debit card, admin operations, and the consumer and employer portals. Becky has over 15 years’ experience collaborating on the delivery of technology solutions for the IT and healthcare industries. Since joining the team in 2007, she has defined and launched hundreds of features on WEX Health Cloud platforms.