Striking the Balance between Efficiency and Member Experience
According to a 2017 Accenture study on Debunking Medicaid Myths, the Medicaid population is more concerned with convenience and quality of care than the non-Medicaid population. To support those needs, health plans need to take steps to provide transparency tools to their Medicaid populations, enabling consumers to behave in ways they naturally do in other retail experiences1. One of the first steps in delivering that transparency and driving plan utilization is ID Cards-for members to quickly and easily access the services of their new plan.
When a non-profit Medicaid health plan of 55,000 members in New York was going through the process of
changing their membership system, it created an opportunity for them to evaluate many of their communication
processes. One of those processes was their Member ID Cards-Up until this point; their previous membership
software company executed the ID Cards on their behalf. It was during their evaluation that they uncovered some
on-going issues with their ID Cards:
Health plan was experiencing turnaround time issues-missing SLAs to their new members
Lack of visibility into card production led to multiple packages sent to the same member resulting in higher costs
No member level tracking meant customer service struggled to answer member status inquires, leading to member complaints
Color and quality inconsistencies due to the fact that they had multiple print suppliers for different types of member communications was a challenge to the marketing team as they tried to drive brand standards
It was at this point that the client engaged with the RRD Healthcare Solutions team to evaluate their
communications and specifically their member ID Cards. During the assessment it was uncovered that the
health plan was utilizing a plastic ID Card which was more expensive, somewhat antiquated and a bit excessive
given the turnover they experienced with their membership.
Ultimately our solution consisted of two main components: technology and execution. Again and again during
our discovery, the client emphasized the need for visibility‑from a compliance perspective, member satisfaction
standpoint and from a cost containment angle. As a result, RRD deployed a client portal to eliminate the health
plan’s visibility issues:
Digital receipt of all data files and automatic reports on any undeliverable addresses
Access to all of the ID Card templates to quickly and easily proof + validate
Ability to pull final files at a member level + archive of image
Proof of mailing at both a file and record level ensured compliance
The execution side of our solution was multi-faceted:
Step one was to improve the construction method by taking
them to a pre-printed shell with an integrated card. This
delivered considerable cost savings over their existing
plastic card and drove member satisfaction by eliminating
yet another bulky card in the member’s wallet.
Step two was creating a process to ensure their brand
standards-by working closely with the client, conducting
numerous press checks upfront and partnering with their
agency—we built a system of checks and balances to deliver
consistent and accurate output.
Step three was to select a card carrier that is intentionally
plain stock and designed for print on demand to eliminate
obsolescence-this also allows RRD to build disaster recovery
right into the workflow. The additional benefit to the client
has been their ability to keep up with the requirements
from the State of New York. The state is constantly making
changes to ID Card requirements which has driven a
constant need for changes-the print on demand model
RRD created supports that fluid environment.
As one would imagine, our health plan client is very happy with the cost savings but has also shared that our ability
to meet and exceed the SLAs plus our portal makes their lives easier—they simply don’t get the volume of member
calls complaining about missing cards and when they do get the occasional call they are able to access the related
information quickly and relay it to their member.
What is the future for this ID Card program?
- More self service capabilities in the portal-changing the templates, creating Adhoc reports
- Integrating a quick start guide into the initial ID Card mailing in order to deliver a better on-boarding
experience and reinforce key behaviors like signing up for a PCP and completing a HRA
- Redesigning the content for transparency and a higher level of personalization
- Accenture Debunking the Medicaid Myths March 2017