Amidst regulatory and industry demands to close care gaps faster, improve health outcomes and maximize member retention, behavioral modification has the power to transform member engagement. By applying scientific principles and an evidence-based approach to outreach, health plans can execute meaningful behavioral change and accelerate engagement strategies.
Explore the power of behavioral modification on member engagement and access a checklist for applying behavioral science principles to member outreach.
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What is Behavioral Modification?
Behavioral modification is the process of using scientific research to analyze and adjust an individual’s or group’s behaviors. This research focuses on evaluates why someone does or does not complete an action based on their:
- Priorities
- Needs
- Preferences
- Motivations
- Mindsets
- Values
- Challenges
- Lifestyles
- Abilities
As seen with whole-person care, addressing the non-clinical aspects of a member’s life improves health outcomes, chronic disease self-management and preventive care usage. Establishing a strong foundation in behavioral science allows managed care plans to better understand the ways different triggers and motivators that influence healthcare interactions. Based on these insights, plans can identify the right messaging, channels, resources and incentives to improve engagement.
How to Start Researching Member Behaviors
Behavioral modification principles are based on tried-and-tested research techniques, but plans do not need an internal team of behavioral scientists or large research budgets to get started. Here are a few ways plans can get started understanding member behaviors:
- Review past research: Extensive research has already been conducted on seniors to understand trends in consumer behavior and healthcare interactions. Ranging from trends in digital engagement to views on aging, this publicly available research helps plans establish a baseline understanding of how seniors react to different messaging.
- Survey members: Asking the right questions early in the member journey lays the foundation for member-centric engagement. Conducting pulse surveys to identify member communication preferences or reasons behind medication non-adherence helps plans access valuable engagement data without the need for extensive research tools.
- Analyze historical data: Large surveys like mock Health Outcomes Surveys (HOS) or Consumer Assessment of Healthcare Providers and Systems (CAHPS) surveys provide a significant amount of historical data surrounding member behaviors. Comparing responses over multiple years allows teams to understand trends and predict future responses. This data informs more complex views of members, such as their relationships with their doctors, recurring challenges with healthcare processes and personal perceptions about their health.
More complex situations will require more advanced research techniques. Factors such as social determinants of health, disabilities and chronic diseases play a significant role in shaping member behaviors. Through the right strategic partner, health plans can overcome these complicated challenges.
Healthmine’s behavioral scientists have both the expertise and tried-and-tested research readily available to start implementing best practices within engagement strategies. Our experts relieve the burden on health plan staff by developing and executing behavioral modification techniques.
Apply Behavioral Health Principles
Healthmine is changing how health plans approach member engagement, care gaps and incentives by reinforcing member outreach with behavioral science. Our behavioral scientists work closely with health plans to define organizational goals, develop research strategies and conduct studies into member behaviors. With the support of Healthmine’s Quality Relationship ManagementTM (QRM), managed care plans gain access to a single platform for analyzing member behavior and adjusting outreach to achieve specific goals.
Download a checklist for applying behavioral science principles to member outreach and get started adjusting member behaviors. If you need assistance researching and changing member behaviors, reach out to us for a demo of our platform.
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