Published – Feb 2014
“With efforts focused on digital strategy and solutions, we were able to expand our reach to communities through technology quickly, and effectively.”
Joseph Brand – Former Chief Technology Officer, Leading Commercial Payer.
State Population: 8.8M
Medicaid Population 1.3M
As a result of the Affordable Care Act (ACA), states can choose to expand their Medicaid eligibility by increasing their income criteria to 133% of the national federal poverty level (FPL) for every individual. By expanding Medicaid, more individuals can receive insurance and adequate care. However, states choosing not to adopt Medicaid expansion needed to ensure that they can reach the communities via technology. By reaching the Medicaid community via digital channels and engaging them with relevant information, the payer wanted to ensure that these Medicaid customers were cared for. The State was reallocating 160K Medicaid eligible customers across four Medicaid plan administrators. While the Medicaid customers could only make their choice directly with the State Government, it was important for the Medicaid plan to provide plan information, provider information, and other relevant community information in order for the customers to make the right choice.
- Both content and the design of the Medicare website was antiquated and the bounce rate was at an alarming 65%.
- Plan administrator lagged behind in digital technologies such as web, mobile, and social;
it was important to engage the customers via these channels.
- The site provided no help other than a contact us via phone option. This increased the volume of calls to the customer service department.
- Technology lagged behind and hence, could not leverage opportunities to engage some of the chronic patients, children with mobile phones, via digital tools.
- No tools were available for the field staff that toured the state in mobile vans to help people in the community.
Solution Using Strategic Digital Framework:
The company leveraged the digital strategy framework to quickly formulate their vision & objectives. The leadership team worked on a vision to engage the Medicaid community via digital channels to achieve a higher level of care coordination, provide timely and relevant information, and improve field productivity in customer interactions.
With objectives clearly defined, the team determined the capabilities required to achieve the
objectives. Digital channels included web, mobile, and social. The capability definition spanned cross-functional teams, including provider network teams, field staff, mobile van staff, marketing, product management, and customer service. With capabilities identified, an inter-dependency map was drawn to ensure structured implementation.
Technology Execution & Innovation
During the first release, the roadmap focused on ensuring the relevant information on the web and mobile platforms. This included redesigning the website, re-engineering the provider directory and rewriting all content to accommodate the various community demographics. The site was designed for multi-lingual presentation. The second release contained field staff tools to improve productivity. Examples of such tools included an internal video library on tablets that could be projected to a television, and a location sensitive provider directory. The third release focused on innovation like developing animated exercise programs set to music. Social media strategy was initiated to ensure community engagement. Finally, tablet-based care management tools were launched to test the market for adoption and utilization. Solution architecture (Can we make this more abstract as we do not give away our solutions to competitors).
Measuring the Success
The plan won accolades from the Center of Medicare and Medicaid services for its efforts on
digital channel engagement of the Medicaid community.
The plan reduced the bounce rate from 65% to less than 20%. This was due to the online content that was rewritten for relevance and audience. The plan increased the social media engagement with its customers through relevancy of information. Over 50 chronic patients were piloted for managing specific conditions.
About our Company
Digital Strategy Yoga provides proven strategies & solutions for Medicaid plans to improve their market presence.