Many employees see their health plan as a benefit that’s there when they get sick but don’t think much about them otherwise. Yet, research shows that keeping members proactively and actively engaged with their healthcare benefits can help improve decision-making, and prevent illness, worsening conditions, and adverse events.

What is Active Member Engagement?

Member needs change over time, as do utilization trends. The goal of active engagement is to meet members where they are and address their needs throughout that journey. Holding annual benefits meetings and sending emails reminding members of their benefits do not constitute “active” member engagement. While these types of communications are necessary, they do little to encourage members to become more informed consumers of their care.

• Has reviewed and understands their healthcare benefits
• Understands the trade-offs between network choice and lower costs
• Realizes that lower monthly premiums can result in higher consumption costs throughout the year
• Participates in plan benefits options based on their unique healthcare needs
• Utilizes healthcare services more appropriately (i.e., using their primary care physician instead of an emergency department when possible)

Engagement Across Generations

As the healthcare journey evolves over the years, member engagement preferences and styles evolve as well. Active engagement means different things for different stages in life, making it critical for employers to provide engagement strategies that take these changes into consideration.

Baby Boomers (Born Between 1955 – 1964)

• Want to be engaged in their healthcare
• Youngest beginning to think of shift to Medicare eligibility
• Will use digital tools if encouraged by their provider
• Will ask their provider’s opinion on information they’ve researched themselves

Generation X (Born Between 1965 – 1980)

• Highly value engagement and education
• Are involved in decision-making for themselves, their parents, and their children, making communication challenging
• Actively seek health information
• More likely to switch providers based on a single poor experience
• Use digital tools for lab results, provider communication/scheduling, and prescription refills

Millennials (Born Between 1981 – 1996)

• Will account for 75% of the workforce by 2030
• 1/3 have health conditions that impact their quality of life
• Prefer personal communication over mass announcements
• Want more personalized guidance in connecting to their healthcare resources

Generation Z (Born Between 1997 – 2012)

• Prefer the use of digital tools for all aspects of their healthcare, including communication
• Are more likely to engage in preventative care and alternative care options
• Embrace “holistic health and wellness”
• Like being actively involved in healthcare decision-making

The Vital Role of Personal Health Nurses in Actively Engaging Members

Most health plans offer a standard set of benefit options that members can choose from. However, to be effective, these programs need to provide guidance to help members select the options most applicable to their health needs. Personal health nurses (PHNs) are an excellent way of not only providing this guidance but also supporting members in developing sustainable behaviors that lead to better outcomes, lower costs, and an enhanced patient experience.

How to Choose a Member Engagement Partner

Organizations can gain extensive benefits from partnering with a stand-alone active member engagement vendor. Conifer Health is a great option. Conifer Health’s personal health nurses are registered nurses with diverse clinical experience who receive extensive education and certification. Conifer Health PHNs are able to interpret the doctor’s communication and understand symptoms that a member might overlook as irrelevant or unrelated.

Learn how your organization can benefit from an active member engagement program from Conifer Health. Let’s Talk.