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Personalizing the Member Engagement Journey

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Bob: Hi, I'm Bob Gold, and welcome to our webinar on "Personalizing the Member Engagement Journey," and featuring The Health Engagement Hub, and it's brought to you by Broadridge and GoMo Health. We're gonna be talking about several things today along the idea of how do you create content and individualize the engagement across your healthcare plan enterprise for your various stakeholders. So we'll cover, you know, the market challenge, the solution, how it works. We'll show you some demonstrations and use cases of outcomes, and then we'll wrap it up. So there'll be three speakers for today. I'm doing the first. I'm a behavioral technologist and my field of science is the science of human motivation activation and the development and fostering of human resiliency to stay on a healthy course in your life.

The science and system of care is used by over 10 million lives around the world to individualize the healthcare journey for individuals. And with me are two very dynamic speakers. We have Sandy, who you'll be hearing from after me. She has more than 15 years of experience in product marketing and distribution roles across the broker insurance and health industries. And when you meet Sandy, you'll see she's definitely a champion for improving the lives of members and patients using technology. And she's definitely passionate about influencing better decision-making to improve health and business outcomes. And then Vicky will actually walk you through a demonstration after Sandy speaks. And Vicky specializes in coupling technology solutions with client challenges to deliver relevant, impactful, and accurate communications leading to healthier decisions. So that's the team you'll have today.

So let's get started with what is The Health Engagement Hub. So the idea of what we're gonna be talking about is to show you how in one integrated solution, you can create, manage, and deploy content to all the different stakeholders and actually be able to individualize the content experience and deliver the information to the right people at the right moment and get the feedback and track it back to the content team. So it's really fascinating what we're gonna show you today in one solution. To give you an example, these are just two random examples of how the content can be individualized and in the moment. So on the left, a member, a patient, indicated that they're having constipation issues, and there's a library of content in the content hub across all these major symptoms, right? And it's able to deliver the content on constipation in the moment. So if someone indicated that at Saturday at 2:00 in the morning, we can get the right content to the right person.

The one on the right is a fascinating example for a Medicare Advantage health plan that has a Food as Medicine program. And based on your plan options, there are three or four different types of meal options based on your Medicare Advantage plan. And then it varies based on your condition, whether you're diabetic, have heart failure, COPD. So what it's showing on the right is a person enrolled in the food program and the system's intelligent, they were able to pull the content about the particular meal plan and meals this person gets based on what they're enrolled for as a member. And then by the way, if you see this last screen here, we're actually reading their blood glucose levels on a continuous basis and correlating that back to their eating habits to produce better eating so it's highly individualized and in the moment. And that's the whole idea of what we're gonna be talking to you about. And these are two good examples of that.

So if we look at the market challenge for a healthcare plan, you have this various continuum, right? So there's acquisition, you know, how do you acquire new members? There could be a nurturing process for considerers. You know, so how do you get people the right content to help them make sure that they sign, you know, let's say during open enrollment as an example. Then there's member orientation, all types of member kits and information. And then there's management of the person while they're a member. So there's health management, which could be case management and care coordination activities and content. In today's world, there's more and more requirements of healthcare plans to do social service, social determinants of health management, and collect that data.

And then also, there's general service coordination and needs in terms of retaining and satisfying the member. And then, of course, back to renewal, and it's a continuous cycle. And in that cycle, there's a bunch of departments that are creating content for the member as well as for their internal staff. So you have the marketing department, the sales department, case management, care coordination, could be member retention and loyalty. There's community health, member services. So how could all this be managed where you can easily deploy it, get it out in multi-channel formats to people, and individualize it? And that's the idea of what we're doing today and showing you how it works.

So this just gets a little bit deeper. To give you an example, if you have on the upper left, what we talked about, various departments who are trying to manage various documents, which could be compliance documents, regulatory documents, care management documents, all sorts of documents, and then, on the upper right, what they would love is to get feedback from the content. Are people viewing it? How long? Are they abandoning it? What is their rating of the content? Are they activating the content to produce better outcomes, reduce cost, improve quality measures, right? So how is the content correlated to various NCQA, Stars, HEDIS, and other quality measures? So the idea is this solution is one-stop shopping for both content and engagement and it integrates across all types of engagement. And you could see these examples at the bottom across various chronic and complex conditions, across prevention management, right? And now, it even integrates with social service SDoH management.

So the idea is you can have a holistic enterprise solution that engages the various stakeholders along the continuum. And the benefits of the Health Engagement Hub, it's multi-channel with single sign-on. So it's easy for your staff to use, go in, understand what the content is. They can deploy it in many different ways. They could automate a print and mailing. It could be engaged via email, SMS, and also there's ability to post and use emerging channels in terms of microsites and personal cloud services. Again, it's highly personalized. So there's a way both in the content management and in the engagement to individualize the information we're sending to people to make it more relevant so it's actually engaged at a higher level, and most importantly, it's activated at a higher level. And we'll show you some of the outcome results.

Also, what we give back are deeper data insights, right? Wouldn't the content teams love to know what's being used, what's not being used, how often, when, at what points in the member cycle are people requesting this information? All those types of things, all those insights, those patterns, those correlations will enable the content management groups to continuously improve at what they do. It's enterprise-ready. These solution components are used by hundreds and hundreds of major organizations across their enterprise every day, and it's highly secure. So it definitely meets all the data privacy, security, regulatory requirements. It's not only HIPAA compliant, but it's also HITRUST certified. So those are important criteria.

Now to start to get a little bit more detail, to start to give you some more examples, so in member/patient engagement, right? So the member using the Health Engagement Hub can individualize and pull up various content. The content could be automatically scheduled to be sent to them on their journey. If you just use a simple example, a woman is pregnant and each week in her pregnancy, you can deliver various content. She gets gestational diabetes. The case manager finds that out. The case management could go into the hub and get her the gestational diabetes documents, as opposed to randomly sending her all that information at once. So it's really very useful for the staff within the plan and the member and their family as well, right?

And this could work also with providers in your provider network, right? We can get to them based on, are they primary care? Are they specialty? What do they do? What are the compliance documents? You know, what are the best practices that the plan wants them to deploy from a population health perspective, right? And we could do things that send it to them, get electronic signatures, and then report back to the various stakeholders back at the plan. So you're not only able to create these and send them, you're able to track them and manage and get reporting on it.

And lastly, for system administrators within your enterprise, it's very flexible and easy to use, and Vicky's gonna show you some of that. So I think you'll see how that's used. And just to give you an idea. I'm not gonna spend a lot of time on this. We're happy to follow up with very detailed information for those interested parties, but this type of integrated hub solution and the ability to individualize and engage various stakeholders, members/patients has produced significant increases in quantitative measurable outcome measures. And there are some listed here and we have dozens and dozens of examples that I'm gonna show you some more specifically, but these are a few of them. Oops.

To give you one example, this is WellCare of Nebraska. One of their goals was...this happened to be Medicaid moms, and one of their goals was improving outcomes, improving breastfeeding, safe sleep techniques, crying plan techniques, as well as getting the people to show up to appointments, reducing the overall hospital stays necessary for mom and baby, and also reducing overall medical costs. So in this case, this program resulted in a 60% decrease in overall medical cost of women who went through this individualized program versus women who did not in their healthcare plan. And plus, it had 100% satisfaction rating and 98% of the people were on the program most of the way. And it was an 86% retention rate overall throughout the whole period, to give you an idea.

Another example with two other healthcare plans down in Texas, Driscoll Health and El Paso. You can see in the box at the bottom right, you know, how they exceeded the STAR and CHIP requirements, which drove them to the number one and two positions in the state for children and adolescent appointments and compliance. So they're able to use this system of care, and getting people the information and coordinating that with their care coordination teams to produce better outcomes for their members, that had them improve their scores within the state.

So some of the outcomes that's been produced...when you're able to do this, you could also communicate to caregivers, as well as the patients themselves, right? And here's various quotes from healthcare plans and patients that you see who have used the system, right? So how it's enabled their staff productivity to increase because it cuts down the time and effort for their various service coordination teams, their care coordination teams, their clinical teams to get the right information to the right people when they need it. And a lot of it is automatically now sent on certain schedules and they get all the data feedback. So in some cases, it's reduced the communications cost by almost 50% for some of the health plans using this integrated approach. So now just wanted to kind of give you an overview of the benefits. Sandy's gonna talk a little bit about Broadridge to give you a better understanding. And then Vicky is going to actually show you an example of how this was put together. So, Sandy, take it away.

Sandy: Thanks, Bob. Hi, I'm Sandy Rohrer, Senior Director of Healthcare Product Management at Broadridge. And this partnership between GoMo Health and Broadridge is so unique because both of our organizations share common values. We understand the importance of communication. We believe in empowering members and patients with information. We know that, through education, people can make better decisions. And these decisions ultimately lead to behavior change and healthier outcomes. So with that said, let me tell you a little bit more about Broadridge. At Broadridge, we provide 7 billion communications delivered annually across multiple channels, including print and digital. We've invested over $1 billion over the last decade in these print and digital communication channels. As Bob described, both of our organizations are extremely compliant through ISO, PCI, HIPAA, and HITRUST certifications. We have dispersed facilities all across North America and we have 100-plus patents pending applications for technology innovations.

As Bob had previously described, you'll see some commonalities here, where we also look at targeting and attracting new members and patients through content management and distribution tools and direct marketing. Then we move on to onboard and educate, where the annual enrollment period starts and we can customize publications, chronic health management, and healthy living programs, along with letters and general correspondence. We also have the ability to provide communications for servicing and engaging more on the transactional side through statements, billings, EOBs, and also preference management and delivery systems. We also have robust data management, archival and presentment, as well as reporting and dashboards. And then last but not least, converting and retaining your members and patients is very important through post-care communications, renewal kits, and plan conversion communications.

We have what's called Broadridge Communications Cloud. That is where we have one holistic omnichannel platform that drives better communication through business outcomes. And as you'll see here, it's all digital, print. We increase speed to market, we can convert print to digital, and personalize messages. We have a full range of integrated marketing communication services. We can start with product consulting where we look at client experience mapping, we can do cost-benefit analysis, and also simplify your communications that are already in place. Then we have creative abilities, where we can provide prototype creation, we can look at template generation, and also provide different language translation services. We have a broad range of technology through data integration, rules engine and calculations, web-based portals, PDF previewing, ordering, reporting, and metrics and analytics.

We have multiple distribution capabilities, as we discussed, digital, print, print-on-demand, high-speed digital color, different finishing, warehousing, shipping and tracking, along with web presentment. We have robust analytics that measure tracking, archiving and retrieval, data and image capture, and then forms processing. One example of a use case was a national health insurer boosted their enrollment with Broadridge. They were looking to increase their book of business, especially in the Medicare Advantage sector. They employed Broadridge's distributed marketing solution in which agents could customize the enrollment contact with their information. As a result of their targeted, personalized outreach, the insurer received more than 3,500 calls from prospects seeking additional enrollment information. While this is still being measured, we've seen success rates as high as 4% for similar lead generation efforts. So that's why this combination between GoMo and Broadridge is so special and unique in this market.

And with that said, I'm gonna turn this over to Vicky where she can show you a live demo of the capabilities.

Vicky: Thanks, Sandy. Hi, everyone. My name is Vicky Pileggi, and I am one of Broadridge's Communications Product Specialists. Today, we're gonna walk through a high-level demo and a use case for The Health Engagement Hub. As Bob had mentioned, The Health Engagement Hub combines GoMo science of behavioral engagement with Broadridge's omnichannel communications and content management platform. This is helping to maximize member and patient touchpoints by sharing the right content with the right person at the right time. The Health Engagement Hub is providing personalized and relevant content to members and patients, which makes it easier for them to take action.

One example we'll go through is a fitness program that we're supporting for Driscoll Health Plan. This program is designed to get children excited about making healthy choices and sharing the importance of exercise for a healthy lifestyle. Through the Health Engagement Hub, we're sending each member a personalized letter inviting them to join the fitness challenge. This letter is sent in both English and Spanish, and includes an adjective such as, "the amazing Sally," to increase engagement and drive participation in the program. Once the child completes the fitness challenge, they'll receive a free fitness tracker and a personalized certificate of completion that they can frame and put on display. This program is ultimately designed to share the importance of exercise to reinforce what they've learned in the program, and ultimately, drive healthier outcomes.

So on this next slide, we're gonna talk through the Health Engagement Hub and just share a visual of the tool itself. So within the Health Engagement Hub, we're providing a centralized self-service library of content. So within this content library, all educational materials, brochures, welcome kits, and care management materials are stored in a central library. And here they can be requested, personalized, managed, tracked, or delivered in multiple channels, such as physically in print or digitally. So within this content library, all materials can be searched, downloaded, and delivered to members and patients. And by centralizing all of this content in one location, administrators of the tool are also able to manage the materials and ensure that they're meeting branding and regulatory guidelines.

So on our next slide, we're just gonna walk through how a user might interact with content within the library. So just showing a quick snippet of the tool itself, users have the ability to go in, preview approved content or templates, download the content, favorite certain items that they're seeing are having an increased engagement, and ultimately share relevant materials with care team members or patients physically or digitally.

So what goes on behind the scenes? So within the Health Engagement Hub, we can share and capture all metadata and document details for each piece of content that lives within the library. So this screen here is primarily accessed by admins where they can adjust search criteria, keywords, expiration dates, and also manage different versions of the document. They can also adjust which channels the content can be published through, which is either physically, digitally, and through SMS.

Now on our last slide, we're just showing a quick example of the output that we had produced for Driscoll Health Plan. So on the left is that personalized variable letter that includes the adjective. And this is really intended to invite each participant to go and get enrolled within the program. And on the right, we have a sample of the personalized certificate of achievement, which is created and sent for each individual that creates and finishes the program. And again, this is something that they can share, they can frame and keep on display, but ultimately, what we've done is we've tied in the personalization, the adjectives, and multiple languages into both of these documents so that we can increase engagement and, ultimately, drive home the importance of healthier outcomes. And with that, I'll pass it back to Bob.

Bob: Thank you. And one important point here on what Vicky just said. Like, if you see the certificate, what's nice is we talk about staff and time productivity in automating the personalization that no human has to send the certificate, it's just done automatically. So the engagement component of this knows if someone completed it, sends via an API and requests to get their certificate with the member's name in that interface, and that's automatically printed on here in terms of a variable print. You see Chris Sample is the person and there could be other aspects of how that gets personalized and then that's automatically delivered via print and electronic format to the user. So just the perfect example of in-the-moment personalization and automated reducing your staff FTE involvement in that process of doing that. Right. So these are just examples. You can see first name, last name, you know, this is all automated on how to do that.

And then the wrap-up slide, we just wanna say again that this is an overall solution that is used by many enterprises and can be yours as well. And it's fairly straightforward to deploy it. We can utilize your existing assets that could be uploaded and put into the system, your different content and other assets. So it's fairly easy to get going. It's very mature and it has a lot of the automation features that Vicky has described. So one is easy to work with each enterprise and get the content assets loaded. And then it's fairly simple and easy to automate the engagement. And like we said, delivering the right content to the right people in the right moment. So that's our message for today. I think it's powerful, straightforward to implement. We look forward to talking to all of you about this solution. So have a nice day and we hope to hear from you.