Improving portal engagement requires a little guidance
“Because I said so.” We all know what that means. We likely heard it from our parents – or said it as parents – because there are times something just needs to get done for a lot of reasons that might not be obvious.
Playing the heavy – for good cause
Health plans might do well to demand the same type of compliance when getting members to increase portal engagement. There are many ways portals make communication – and life – easier for everyone involved because they provide a central, convenient channel for the flow of crucial healthcare information.
Indeed, plans can require members to use portals for a variety of functions such as:
- Online benefit enrollment
- Validation of identification cards
- Default to paperless EOBs
- Selection of primary care provider
- Online premium payments
- Paperless identification cards
Make it easy to comply
Requiring portal engagement for these functions can get members to log in. However, once there, users need to realize or acknowledge the intrinsic value of your portal if they are going to come back for more. If you can make it a valuable tool – and an easy place to navigate – they will be more inclined to use it for more and more of their healthcare interactions. This can make life simpler and healthier for them as well as reduce your costs over time.
Just as parents may want a child to eventually recognize a clean room has positive results (such as a comfortable environment and a pleased parent), health plans want members to realize that visiting a portal could result in a more satisfying experience for managing most aspects of their own healthcare.
Be ready for that compliance
Another familiar saying goes, “Be careful what you ask for, as you may surely get it.” Health plans must realize that once they drive adoption, they need to provide a rewarding portal engagement experience that provides high value.
More about exactly how to provide this high value in the next post.
By Dwight Klunzinger