Improving Member Outreach and Utilization to Meet End-of-Year Goals

Sep 28, 2023 1:30 PM2:15 PM EST

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Key Discussion Takeaways

Health plan providers are struggling to engage members and encourage them to take an active role in their healthcare journey. Many outreach efforts have become one-way interactions, where members disregard mailing campaigns like text messages and emails. As digital health tools become widely available, how can you leverage them to engage and educate members?

80% of the healthcare journey occurs outside of plans’ interactions with members, so gaining thorough insights into their experience requires enhancing digital tools to emphasize the importance of preventative care. You can provide members with educational resources targeted toward their specific diagnosis or procedure to address unique gaps in care. To optimize the efficiency of these tools, consider sending mass messages that offer incentives. Members want to take control of their health journey at their convenience, so refining digital tools to meet these goals improves their experiences.

Tune in to this virtual event as Aaron Conant interviews Jessie Schiller and Norine Howard of Wellframe about digital healthcare engagement. Together, they discuss strategies for fostering member relationships, how to encourage members and staff to utilize digital tools, and how to measure results with digital health solutions.

Here’s a glimpse of what you’ll learn:

  • Health plans’ member outreach challenges in Q4
  • How to build member relationships and improve engagement
  • The role of digital health tools in member education and needs analysis
  • Digital outreach strategies for operational efficiency
  • How health plans encourage members and staff to utilize digital solutions
  • Achieving measurable results with digital health tools
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Event Partners


Wellframe is a health technology company that delivers a mobile-enabled care management platform. Its mobile app translates evidence-based, peer-reviewed guidelines and literature into an interactive daily checklist delivered to patients. As patients engage with the app, their data is shared in real-time with their care team through the care team dashboard, which utilizes advanced algorithms to generate early-intervention alerts.

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Guest Speakers

Jessie Schiller LinkedIn

Senior Director, Digital Adoption at Wellframe

Jessie Schiller is the Senior Director of Digital Adoption at Wellframe, which reimagines healthcare relationships through digital health management. As a population health enthusiast and second career nurse, she has over 10 years of healthcare experience. Jessie focuses on improving care coordination and quality through innovative interventions and care models. Before Wellframe, she was a Hematology and Oncology Staff Nurse at Massachusetts General Hospital.

Aaron Conant LinkedIn

Co-Founder & Managing Director at BWG Connect

Aaron Conant is Co-Founder and Chief Digital Strategist at BWG Connect, a networking and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. Speaking 1x1 with over 1200 brands a year and hosting over 250 in-person and virtual events, he has a real time pulse on the newest trends, strategies and partners shaping growth in the digital space.

Norine Howard LinkedIn

Senior Digital Adoption Partner at Wellframe

Norine Howard is the Senior Digital Adoption Partner at Wellframe. With more than 26 years of experience in nursing, she has led nursing teams in the insurance industry. Through past roles in care management and quality improvement, Norine has assisted with developing and implementing member engagement strategies using competitive intelligence, market research, and cost trends to determine appropriate programming needs.

Event Moderator

Jessie Schiller LinkedIn

Senior Director, Digital Adoption at Wellframe

Jessie Schiller is the Senior Director of Digital Adoption at Wellframe, which reimagines healthcare relationships through digital health management. As a population health enthusiast and second career nurse, she has over 10 years of healthcare experience. Jessie focuses on improving care coordination and quality through innovative interventions and care models. Before Wellframe, she was a Hematology and Oncology Staff Nurse at Massachusetts General Hospital.

Aaron Conant LinkedIn

Co-Founder & Managing Director at BWG Connect

Aaron Conant is Co-Founder and Chief Digital Strategist at BWG Connect, a networking and knowledge sharing group of thousands of brands who collectively grow their digital knowledge base and collaborate on partner selection. Speaking 1x1 with over 1200 brands a year and hosting over 250 in-person and virtual events, he has a real time pulse on the newest trends, strategies and partners shaping growth in the digital space.

Norine Howard LinkedIn

Senior Digital Adoption Partner at Wellframe

Norine Howard is the Senior Digital Adoption Partner at Wellframe. With more than 26 years of experience in nursing, she has led nursing teams in the insurance industry. Through past roles in care management and quality improvement, Norine has assisted with developing and implementing member engagement strategies using competitive intelligence, market research, and cost trends to determine appropriate programming needs.

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Aaron Conant

Co-Founder & Managing Director at BWG Connect

BWG Connect provides executive strategy & networking sessions that help brands from any industry with their overall business planning and execution.

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Discussion Transcription

Aaron Conant  0:18

Happy Thursday, everybody. My name is Aaron Conant, I'm the co founder, Managing Director here at BWG Connect giant networking knowledge sharing group with 1000s of organizations, I spend my time talking with brands organizations as a whole around digital strategy, what's happening, and that's everything from healthcare to the finance industry to CPG. And what's going on with Amazon and everything else, the same topic has come up over and over again, we host an event like this. And so it's really interesting how healthcare has exploded onto the scene, especially in the digital side over the past few years. Finances right in there as well. But, you know, on the healthcare side, this absolutely affects everybody. And so just a couple of housekeeping items, drop any questions you have in the chat or the q&a, we'll probably reach out to a few people. Just as, as we get going, we'd love to have participation for sure. We treat this as a networking and knowledge sharing group. So maybe jumping around a different people. And if you don't feel like jumping in, that's completely fine. But always love to hear different thoughts and different perspectives. And so as we kind of kick off, you know, this webinar as a whole, we got some great friends over at Wellframe, just leaders in the space come highly recommended from tons of different organizations. And I just kind of want to, you know, kick it over, Jessica, and Norine if you want to jump in, like to learn a little bit about yourselves, and then we'll kind of jump into the conversation. So I'm good,

Jessie Schiller  1:45

good. Good, I can kick us off. My name is Jessie Schiller. I am the Senior Director of Digital adoption at Wellframe. My background is that clinical nurse within nursing and public health for over 1015 years now moved into Population Health Management and have been at well frame now for the last five and a half years. Primarily in my role I started in care program development, and have now really transitioned into the adoption space. So we work with customers to understand their goals, objectives, their structure, how they're set up, and really work to help guide how they optimize the app, how they optimize the digital experience to meet their needs. So very excited to chat with you all today. And I'll hand it over to my colleague Norine. Hey, everyone,

Norine Howard  2:32

my name is Norine Howard. I am a digital senior digital adoption partner here at Wellframe. I also am a registered nurse by trade for over 27 years. And throughout that time, I've worked in various levels of care throughout the healthcare industry. But most recently, and probably relevant for this conversation, I was with Blue Cross Blue Shield Nebraska for 12 years and had roles within care management and quality and eventually oversaw the member facing care management and appeals teams. And in that role, we implemented a digital care management model using the well frame platform. And I really got to see firsthand how using digital can transform care management interventions, and really help improve the member outcomes. And then about a year ago, I came over to wealth frame and so I've been helping our customers do that same transformation. So happy as well to be here.

Jessie Schiller  3:39

We're so lucky to have you out well for him on our team Norine. Appreciate

Aaron Conant  3:44
Yeah. So let's kick off. Just a reminder, if you have questions or comments, feel free to jump in, I'm going to bounce around to people here, you know, during the conversation, just to keep it interactive. But Norine, I just want to stay on you for a second. You know, as we hit the end of year, right. Like star ratings top of mind, and health plans, you know, are trying to do all they can, you know, look at everything that's happening, identifying closing gaps, and we'd love to hear your thoughts as a whole on this space. Because it's top of mind. I mean, it's Yeah, q4. It's over here. Oh, yeah. I,

Norine Howard  4:24

I live that I live that for sure. And q4, like when I see October approaching, right. So I can't believe it. I know, I edit and q4 when that when we would start with right now is when we'd start running those lists right and trying to figure out who has opened care gaps and trying to find staffing and resources to reach out to members and I think traditionally health plans and right now a lot of them still rely on telephonic outreach and Probably physical mailers to to reach members and encourage them to see their clinicians. And it can present a real challenge, I think for health plans, especially with limited staffing. And you know, they're getting pulled in a lot of different directions, because as we all know, a lot of people utilize their benefits towards the end of the year to, because they've met deductibles and things like that. So there's lots of pre ops coming in, there's lots of, you know, other initiatives that are happening that need to get taken care of. So everybody's really stretched pretty thin. I think, some of the pain points when I've been in the health plan setting, and then I've worked with health plans as customers in this role. There's a lot of wasted time I think, spent calling members who don't answer number one, there is limited member reach, there's some you no visibility, lack of visibility into members health care actions, because a lot of times with gaps that we're trying to close, they might be getting those services, like if you think about flu shots, and things like that in other areas where claims might not be coming in. And then there's there's this fragmented member experience, right members don't know who it is that's calling them because there's no existing relationship. And then sometimes the person who's making the call, like we used to pull out from our Member Services area, or some of the different areas that might have some additional assistance that we could pull from. But a member might have a question about, well, why do I have to have this done? And but it's not the right person that can answer that. So so there's that fragmented feeling there? And then, of course, you know, the staffing shortages, that might be happening there, too. So yeah, it's it's a tough, it's a tough time of year.

Aaron Conant  6:54

Oh, 100%. I'm gonna jump out here. And I don't know if you can jump in or not. But we'd love to pick your brain just a little bit like which care gaps or is your health plan, like focusing on right now, if you can unmute that's a great if you can't totally understand. But if you could, that would be awesome. And in others, if you have if you want to jump in, and just feel free to unmute, I mean, you don't have to drop on your camera or anything like that. But if you can jump in, that'd be fantastic. But, you know, as we just keep rolling, and I can go back out, and maybe we call a few people off guard. But you know, Jessie, from your standpoint, like, you know, the spacing, Karen, if you just if you unmute, we'll know, we'll know we can jump out to you. And then I'm gonna jump to Taylor next. But, you know, what are your thoughts here? I mean, you've lived in this space for a while.

Jessie Schiller  7:38

Yeah, yeah. You know, sitting and working out Wellframe for the last couple years, we talk, we get this question all the time from our customers, right? Like, what can you do to help us kind of solve these problems, and we listen, and we understand kind of like where some of their gaps are. And being outside of the health plan, we kind of have a different perspective coming from a member member engagement platform, we're spending a lot of time hearing them talk about like, the outreach challenges. But then on top of that, like, if you can solve those outreach problems that doesn't or challenges, it doesn't actually mean that you're closing the gaps, right? And that there's sort of a next step around, like actually engaging the members to Norine's point earlier, like, you have Member Services, folks that are doing those outreach calls, but maybe they can't actually answer some of the questions that members have. And so we spent a lot of time thinking about not just outreach, but how do we solve that continuity problem? How do we help facilitate the engagement so that you get members to actually take the actions right, and so what we we see from observing plans and hearing from them is that there's a lot of one way interactions, right, you've got these mailers, you spending lots of money sending outreach, mailing campaigns, emails, text messages, however you want to outreach them, that can solve sort of that, like broad casting that, you know, casting a broad net to your members. But then, you know, you've got some people who will take actions on people who never will take an action, and then you've got a good chunk of people that really, if they have like, one more, follow up, one more nudge one more, you know, conversation with someone, you can actually activate them to take a take that action. And so that's missing in those broad, broad outreach campaigns. It's really, they're really just focused on one way interactions very transactional. We also, you know, hear a lot like, how do we support the why how do we support those questions, right? It's not always you don't always need to be one to one with a member. It doesn't always have to be a person. Sometimes it's not about like, connecting them to, to like benefits information, but it's just as easy as like educating them on why they're being outreach to So hey, you've got to go get a mammogram. And here's why. Here's who we recommend. Here's what general guidance says. And so being able to have some of that outreach happening in the same space that there's also editing.

Aaron Conant  9:51

Sorry, yeah, I want to jump in and digital. Digital tools, but also Karen, I see you are muted. Because I want to pick your brain on three more things. Jessie, but as also like Karen, would love to hear your thoughts in this space. Like, are there pain points that are out there? Like, what are you thinking about? You know, at the end of the year, like, what are the top concerns that you have?

Guest Speaker  10:10

Well know that it's so much emphasis on the end of the year for us, because I'm very much personally, I mean, I know, you know, there's obviously an emphasis on closing gaps and all that by a year, but we're more focused on just like the ongoing strategy of things. And so when we're talking about gaps, you talked a lot about, we just talked about, you know, outreach issues, we do have a portfolio that really spans the breadth of like, very specific screenings and services. But lately, we've really been focused more upstream of like, you know, how, making sure that we have appropriate strategies in place to get them engaged, whether it is telephonic, or through normal flight brand platform, that's a primary depending on where they are, from a care perspective, but really, like how do we get them engaged through their channel preference, and then really trying to close the gap on just connecting with care management or getting in to see that primary care physician, their annual screenings, making sure they have that relationship? So that's been more of our recent focus, because, you know, the more upstream we focus on, we feel like those folks can can handle more of the downstream niche scenarios with you know, specific condition screenings, even though we do have, you know, some focus on that as well and, and really liked the conversation about the why, because that's another area that we're really diving into is, you know, getting into personalization with all the data that we have, and really building out our next best action framework to say, well, you know, what are the reasons what are the barriers for each individual member as to what's preventing them from engaging and focusing on that wire and then personalizing our communications, based upon some of those patterns. So that's where we are, in a nutshell.

Aaron Conant  11:57

Awesome. Thanks, Karen, for jumping in, Norine, I see your head nodding and just

Norine Howard  12:03

I love hearing doing some of that more upstream. So it's not such a crisis at the end of the year, you know, and that's very proactive. So kudos to you for in your team for doing that.

Jessie Schiller  12:15

Yeah, that's so relatable, and something that we hear all the time plants are thinking about, and trying to figure out how to solve for and the thing that I think about when when when we talk about these different types of strategies, especially with gaps outreach, is that it's not always members that are targeted for care management, right? You're targeting everybody, right? You're outreaching to everybody. And so when you think about that engagement that follow up, how do you provide continuity? How do you make sure that they know that they can come to the plan, you have to also kind of be thinking about, like your staffing strategy? And like, Where where's a safe place, a trusted place that the member can come back to? And how do you support that? How do you staff that? How do you, you know, are you one to one with a member? Do they have you as like, as your resource that they come back to? Or are they calling into a hotline? Like how do you create trust and longitudinal relationship management with these members when and also do it in a way that's like very strategic with your staff. And that's where we see a lot of people turning to digital, not necessarily saralee, to replace the service, but to actually like, enable more diverse staffing strategies, staffing models to support like one to many, as opposed to like one to 50. Right, where you have like varying risk levels and intermittent needs. So that's definitely like resonates, I think, with a lot of the, what we hear from our health plan customers.

Aaron Conant  13:43

Yeah, I think the other thing is I really like the, during the reference always as a customer, right? Because at the end of the day, even if we look at the from the patient side of things, their customers and there's a huge push and a huge view on that side of saying, Hey, these are customers, and how do we treat them? How do we change the mindset to pour into them? And a lot of that is in the interaction. And the only thing like the cares point out is like the why and the personalization. Right? How do we Jessie the other even you were saying is like, reach out in the method that's most important to them? And yeah, I think it's great, the advancements that are being made.

Jessie Schiller  14:19

Yeah, yeah, I think we're meeting them and that their channel of preference, right is step one, somewhere that is easy and convenient for them to access, right? So not everybody can pick up the phone during the day and not everybody's going through their snail mail every single day, or even reliably, you don't know that that information is getting to them. So where's somewhere that a they trust, right, and B, they know, all the information and resources are there for them, and they can pull as opposed to having to be pushed to that, you know, we hear that a lot with digital. So I think that's really important for things when you are starting to shift your thinking towards that more upstream. Um, and then there's things you know, once you have them engaged there, and there's reliability and confidence in that, that tool or that platform or that location, then you can start to push things to them, right? Because you built that relationship. So now when you do need to do this, like last minute downstream outreach, you can't you have a place that they trust that you can connect with them on as opposed to cold calling them right. But then all along, right up the whole year, you don't have to wait till the end of the year, you can be sending surveys or assessments or screenings or chatting with them doing some of that outreach in that place. To say like, you know, are you having any barriers? Do you have you been to your PCP? Are you going to get your mammogram? Have you gotten your colonoscopy, so you don't have to wait till the end of the year? Yeah. So definitely thinking about the member experience side of things, I think is critical.

Aaron Conant  15:51

Yeah, I mean, I completely agree that isn't experiencing what about on the digital tool side. And I encourage jumped in, I kind of jumped in, because you're talking about like, transactional outreach, the why. And then there's little bit about the tools. And I want to make sure that we kind of get into those. And, you know, maybe it's around tracking member actions or interactions, we would love to hear your thoughts there. Because there needs to be tools, and it needs to be like digital tools to help us out. That's the reality.

Jessie Schiller  16:18

Yeah, well, when I think about digital tools, I mean, there's so much that's happening with a member outside of their point of care, right? I think they the line is that about 80% of things that impact your clinical outcomes are happening outside of like your clinical interactions with members. They've got like social determinants of health and like their, their health is constantly changing, they're getting new diagnosis, sometimes they're going in and out of the hospital, and you're not finding out about it till later, or going to the emergency room and not finding out about it till later. And there's a whole wealth of things that are happening that don't get documented anywhere that are going to impact their health. And so it's like, how do we get more insights into that and get insights into it earlier, right. So we aren't basing this scramble downstream, we're actually able to really start to shift to be more preventative. And so when it comes to digital tools, you want to think about ways to engage those members, right? So how can you meet their need, depending on where they are and their health journey and the continuum of their health care? So not everybody needs like really acute aggressive care management? Right? So maybe they just want a place that they can come and go to when they have a question. Or they want to focus on like lifestyle management or, you know, just like supporting a loved one, caregiving, whatever they're looking for a place where a they can get trusted information be get connected directly to a resource when they need it. But see, where you can also get them to input information that and like insights that you might not have had access to before. So when it comes to digital, those insights there, they're creating a footprint, what things are people searching for? What articles are they reading? Are they tracking certain measures, things that they may have done through a separate app outside of something that the health plan is managing things that they might not have ever done, because they weren't offered these tools and resources. But by having digital tools that are embedded within the health plan, you can now get access to those insights, you can look at it at the individual level, which maybe is resource intensive. So you want to think strategically about that. But you can also look at it at a population level and say what am I learning about these members to help inform like, maybe potentially gaps that are going to happen or be proactive about some of the measures? What do I know, that I didn't necessarily have in claims data or through other file feeds. So this is like, really, when you when you think about digital using a member engagement digital tool is really going to open up like a wealth of information that is coming directly from their mouth that like me plans don't historically have access to besides that those points of care. Now,

Aaron Conant  19:01

And I would accuse you of Rob Norine. I didn't know if you had thoughts there as well, I would love to hear him but I'm going to just ask more people on mute, having jumped in and this has been fun. And then I'll probably jump back out to Karen again, as well. But

Norine Howard  19:14

yeah, I think you know, having tools is is really important. I think using the tools is is even more important because i There were lots of times just at the health plan, we would get lots of tools but getting the the staff to use them and getting the members to utilize them is is even the most important thing and so I think, you know, having a path to utilizing the tools and I think what we've seen is you know, providing the efficiencies that digital can do with a Jessie kind of touched on it that one too many. such as sending mass messages out to members or delivering you know, targeted info Meishan and resources, utilizing some of the incentives and performance goals help quite a bit with that. And having kind of a strategy at the organizational level really helped to promote the use of of the tools, especially in the digital space. But I think I'll just, I'll just caveat with what Jessie said, as far as what we saw a lot was members really liked to be able to have a choice to be able to, you know, you participate in their health, you know, their health goals, when it was convenient for them. And a lot of times, you know, nine to five doesn't work for people in this day and age. And so I think we saw that the ability for them to, you know, have kind of this self service kind of approach to be able to go to one place. And then this sense of having sort of a dedicated team, available to them really made a difference in how they, they thought about digital care management versus traditional telephonic one to one kind of approach. So that really helped the usage of the tool that was being provided to them. I think I think that makes a difference, too.

Aaron Conant  21:26

Yeah, I was gonna jump back out to Karen, if there's any, like specific tools that here in the chair, you're using that you would like highlight. Because just, there's so many out there, I just love to hear how you're looking at it. And we can wait a minute, if you need to unmute again, if there's background noise or anything like that, you know, just on that note, then like Norine, like, from your standpoint, increasing operational efficiency, that's what we're talking about this point in time with these different tools that are out there. And you know, we'll wait to go back out to Karen or Tiffany or somebody else. But when you think about that, we're looking at staff efficiency, what tools can we give them that they can be using?

Norine Howard  22:12

Um, you know, I think it's important for them, like we were, we were really talking about that one too many, it's very hard for them to say, you know, to scale when they're doing one to one type of digital or telephonic outreach. And one of the things they really liked is those is the group messages. So when they have a lot of people, and because we're kind of talking about gaps in care here, but this could be applicable to really any type of outreach that they might be doing. That is a health goal related. So you know, being able to reach out to multiple members at once from a messaging standpoint, to kind of check to see how things are going with them, is so much easier to do in the digital space versus, you know, doing one phone call at a time. And so that right there provides some staff efficiency for them. I would also mention too, that I think, it just coming from the quality and the care manager spaces when I've worked in both, you know, the platform that digital provides quality and care management teams can work together in one platform. So many times that many of the plans, it's the quality teams that are kind of charged with closing gaps or to provide those kind of touch points. And so it's really nice to have a platform where the quality folks could have access to that. And so then care management is available for those why's that might come up. So that provides kind of an efficiency to with a whole care team being able to provide those insights. And I think when it all comes down to it, it's really about, you know, care, continuity and helping members to be their own self advocates, helping them to navigate but then also helping them to be able to manage their condition because that's what we're really getting at and so if if that can be provided with care programs to kind of wrap around what's going on with them. And then the support from the care teams as well as you know, getting them into their clinician, you can really see a lot of the the improved clinical outcomes and and we've seen that enter data for, you know, diabetes and hypertension in those digital care programs.

Aaron Conant  24:45

There I mean, that's, at the end of the day. We need people to use the tools as well though, right? Absolutely. That's yeah, I mean, that's, that's one of the key things that I don't know if you have thoughts on it's to say I'd write it's internally the teams, but also the end users as well. Right? The customers, the patients that are out there, and I don't know, if you have, you know, thoughts on that side, because that's really, really relevant is if we think about how much you've been pushed on healthcare, and, and in the teams that are out there that are trying to manage it all and manage the outreach, not only has it fundamentally shifted, but the tools have fundamentally shifted as well. And now we need, you know, we need to prove them that it's going to work. But yeah, Karen, I'd love for you to jump in as well. Your thoughts here?

Guest Speaker  25:34

It's a layered definitely layered question like you were getting at is like what? Angle the answer it and so I think if we're talking about staff efficiency from a digital experience, and not even once we get into the care team side of things, I think for us, a lot of it is campaign orchestration talk, we've talked about like the right channel, so it's enabling those solutions, to do what you know, their power to do and enjoy, it's getting to the right channel, not their just their preference, but based off of responsiveness, you know, by channel where we can have the most positive outcomes. And then the other is we've had some success with introducing AI conversational AI into some of the flows. So you know, not just that one way, and not having to be individuals having a two way, but how, how can conversational AI supplement some of our learning and understanding? And then how do we feed that to our care management teams that they have some additional knowledge to work from? As well, you know, once they do get connected, if we're not able to close those gaps through that conversational AI response. So I would say those are two that are more, you know, in our direct control before you get over. The other other side of that we've been just from digital and,

Jessie Schiller  26:53

yeah, I love that. Because, you know, one thing that I feel like we come up against with customers who are looking for digital tools, or buying digital tools, and then we're coming up against it when we're in implementation is that they're still sort of thinking in the box, about how they need to execute on their workflow, or they need to solve a problem. And they're trying to have digital, like, solve problems for things that already existed, as opposed to kind of like thinking creatively about how to sort of transform and get at what they're trying to do in a different way. And a lot of times with digital tools, you know, it's what I see with health fans is that they're using digital tools that like take on the surface, they take on, like the direct memory interactions, and health plans lose visibility into like the insights in the data. And they're like, you're not, they're not thinking about, like how to bring that information back in and like then what do they do with that information? And how can they operate more effectively with that information? They get as far as like, I've got the data, and but like, they're not doing anything more strategic, more efficient, more effective with it. And so I think, like, you know, you're going to have like many levels of how to solve this problem, right? Starting with the outreach, how do you get out more effectively to members? And then the next layer is like members who are who have questions who have things going on? How do you get them quickly and efficiently to people or bots, or self service information? Right? So that's another round of like, layers, right? Can people just get what they need without having to interact with anybody? How do we make sure that they have it? And it's there in a timely manner? And then how do you for the people that like, couldn't quickly solve a problem by just talking to a bot? Right? How do we do that? And then for the people that sort of need that hands on support, how do we do that? And how do we make sure it's all happening in like, one seamless way? And then from the staff side? How do we help filter so that people are working top of license and that we're maximizing the efficiency of the people that we do have. And that like seems pretty intuitive and easy and straightforward, but it actually is, like when you introduce a new tool and introduce a new set of data for health plans, it's incredibly complex to like and challenging, and a slow process to figure out how to sort of like overcome that. So if you're coming to the table with that mindset already, and like being able to like think outside of the box, that's so critical when you start to think about bringing in digital tools, and I think that we see varying readiness for that transformation. But you really have to have that mindset to see success with with a lot of these tools.

Aaron Conant  29:38

Yeah, I mean, that's, you know, if I kick this over to you Norine like, yeah, he helped plan side for a while and now you know, the Wellframe side. And, yeah, this great, fantastic view. Like how our health plans I think, like best in class scenarios right now. Like encouraging their members and staff to Use these digital solutions, because that's a key part of it. I mean, it's, it's the major part of this, it's the reason we're having this conversation right now is because digital is here.

Norine Howard  30:09

Yeah, yeah. And the thing is, is that that members really want that. And I think we've, we've seen it more and more, you know, with everything that everybody's gone through in the last few years, especially that was a leap into digital, whether we wanted to or not. And I think, you know, being able to do things with members want to do things in their own timeframe, and interact, how they need to interact, and we have to offer those types of things. But as Jesse said, it does require this mindset shift. And I think, you know, one of the things, you know, just with change management, is being able to transition the the mindset of the telephonic workflow into digital workflow and thinking of it in a different context, I think, and, and how you can accomplish some of the same things, but in a digital format. And so, it does take a little bit of, of, you know, challenging how, why are we doing this asking this? The, you know, the three why's, why, you know, do we need to think of it differently, and those types of things when we're going through the adoption checklists and workflows and working through some of those things. And, and we found out in our, our workflows at Nebraska, there were a lot of things we could do better digitally than we ever could have thought of, in the telephonic world. And we could gain so many insights that we could effectively care manage, in a way that we never thought possible, because we were able to identify what was happening between those phone calls, so and that did help to identify things sooner, and then help to I think what was pointed out is, you know, find things out upstream. And that's where we need to get, you know, to provide better health, health care and help people understand how to navigate and all those types of things in the healthcare world today. Do you see

Aaron Conant  32:15

like, incentives being put in place performance goals, are these being tied to adoption? It's,

Norine Howard  32:24

it depends on the the group, the the line of business, you know, that your work with, but definitely performance goals can be utilized. And it's based on the organizational strategy, we know where you want to get to, it could be, you know, maybe number of members that are on boarded, you could look at engagement strategies, maybe you're focused on how the members are engaging, and things like that, maybe it could be the care gaps, closures, things that you could look at, from an outcomes perspective. I think it helps, we looked at onboarding and had like a thermometer and looked at from a team perspective, and how all the team was connecting, or how the team was functioning, and onboarding members, but you and I had some incentives that we started with, you know, to kind of encourage the team to move forward, I think they help. But really getting to the why. And I think, you know, nurses, especially care managers, social workers, anybody in care management generally is in the business to help people. And so if the why is to help people to have better clinical outcomes, they're usually all all in it for the right reason. And so explaining what we're trying to get to, helped more so than actually, you know, throwing out some gift cards here and there, it was really about trying to get to a, you know, an end goal for the member. And when they started seeing some of those things, we would bring back case studies and they would, you know, talk about, you know, what was going on with their particular member, and how the digital helped them to identify something sooner and they brought that in their, in their groups are, you know, their team meetings and that sort of thing. They were able to all see how it was beneficial. So that helped to you know, get over some of those those growing pains in those get into that more transformational type of of care management.

Aaron Conant  34:29

Yeah, awesome. I'll kick this one over. Jessie if you want to any thoughts like we'd love to hear like examples that you might have. I love stories around what works and what doesn't like from a Wellframe in what you guys do.

Jessie Schiller  34:45

Yeah, yeah, I can speak to many here. So there's there's a couple different models of what we've seen customers do and there's pros and cons to to all of them. Depending on sort of like your strategy is and how your your organizational readiness for like changing and, and rethinking how you're addressing things and what resources you have available. So, you know, most most customers, they start by coming to us for care management, traditional care management. So we've had, we have a lot of customers that will come, they'll focus on targeting their care management population. And as part of that, you know, members come on to our digital tool, it's a member engagement platform, they're getting enrolled into care programs, depending on what they're triggered for for care management. Maybe it's diabetes, maybe it's hypertension, maybe they're part of health coaching. And embedded in our tools, there's assessments that are going out to members, regular surveys that are going out to them that are screening them for things like social determinants of health and standards of care. So have you had seen a PCP? Have you seen a specialist for your diabetes? We also embedded those screenings for gaps in care and stars measures, right? So we're asking people have they gotten to have their eye exam was their last blood pressure reading less than 130 over 80, things like that, like and, and even some of our wellness content, screening around mammograms and colonoscopies and all those those fun things. And so, as part of that, you know, those assessments that are baked into like standard care management, right, we're trying to capture all those questions that a care manager would be asking the member, if they were on telephonic care management, we're surfacing insights to staff and a lot of times we're catching it still downstream, like it's an open gap, right? It's not necessarily proactive, but maybe it's coming out before that list is coming out right at the end of the quarter at the beginning of the fourth quarter, it's coming out before they're like really doubling down on their their gaps in care outreach. So we're catching it as part of traditional care management, you know, or it might not have come out that it's an open gap until they've gone to see their doctor in like a month or two. And we're capturing it as part of these like in between points of care. And then staff can like enroll them. And we have dedicated gaps and care programs that provide that why we can set up reminders for those members that the staff on the platform can help get them connected to the right resources, find peace by providers and all that. So we see a lot of customers, most of our customers are doing that today, right. And then we also have like really targeted outreach where either the customer is directly using campaigns to mail to reach out to folks who have open gaps. So we have a list of everybody who has open gaps, and I'm doing outreach to them and inviting them onto the tool. And then I'm helping to address those open gaps on the tool. Or we're proactively sort of like supporting that population health strategy, where instead of waiting for that list of gaps, we're getting people like everybody in the plot everybody in the population enrolled into the platform. They're focusing on, you know, wellness content, and then getting those screenings and then able to proactively address the gaps through that. So there's a variety of different ways that we support from both like an identification, like being able to actually identify people with open gaps to that sort of that downstream once they've already been identified, actually providing content and resources available to them to help close the gaps. So we've seen success with both of them. But it just kind of depends on what the strategy is that the plan is focused on.

Aaron Conant  38:21

Yeah, and we're getting really close to the end, though, and I want to make sure that we get key takeaways. And Norine, I'm gonna jump to you first, and then we'll jump over to Jessie, like, key thoughts, key takeaways, as we kind of wrap up here?

Norine Howard  38:32

You know, I think one of the things that that stands out to me is that it provides that two way engagement with care teams, and administrators and quality I mean, you can invite a lot of people on the on the platform. And remember, engagement really isn't a one and done kind of outreach. It's important to build those relationships with members to have that trust and help them to keep coming back so that they if if things do come up, they come to you first and you can be really proactive with them. Awesome. I'll turn it to you.

Jessie Schiller  39:16

Yeah, I mean, just echoing that right thinking beyond outreach to how do you provide continuity and ensure that there's engagement and action with your members. And I also think the other big thing is just coming to the table when you're thinking about introducing digital solutions to help solve these problems coming to coming to the table with an open mindset, a transformative mindset, being ready to take that on and think outside the box. Otherwise, you're just kind of, you know, replacing inefficient things with inefficient tools, and maybe not maximizing the benefits that you can receive from them. So just really think critically about, you know, the tools when you're vetting them, what you're picking what you want to accomplish with them and how you see the use Today and not just to solve one very specific problem, but kind of thinking about the broader picture. Yeah. Awesome.

Aaron Conant  40:09

Well, it looks like we're going to end up right here on time. You know, Thanks, Jessie Norine. This has been absolutely fabulous. Thanks, everybody for the questions that came in. And with that, I'm sure we're gonna have multiple topics on this going forward, or other webinars. But with that, we're gonna wrap up this webinar here. Thanks, everybody for dialing in. Thanks for the great interaction with that. Everybody, take care, stay safe and look forward to having you on a future event. Thanks, Jessie. Thanks very much.

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