As if engaging Medicaid members isn’t hard enough, industry experts are raising alarms about the annual redetermination process once the current public health emergency ends. Recertifying members is something that hasn’t been required since early 2020, and there is a lot of work ahead to redetermine eligibility and keep many of the current 83 million Medicaid and CHIP enrollees covered.
Redetermination involves multiple steps, but a crucial first step is educating members about the process and why it is so important for them to complete. With so many millions of lives covered, the stakes for doing this well, particularly for some of the most vulnerable populations, are high.
Our member engagement experts recently weighed in on best practices for creating a strong outreach strategy to help plans prepare. Here are 3 tips for easing the redetermination process and ultimately keeping more members enrolled.
1. Don’t wait for a “post-COVID world”; start planning your member engagement outreach now
Though the public health emergency was recently extended, plans should use this time to prepare their recertification outreach strategies. Effectively reaching millions, or even thousands, of members is hard work, but plans don’t have to do it on their own. Find a trusted partner now to help you start building targeted outreach lists, create messages and supporting materials, and identify which outreach channels you’ll use. Preparing all of these things before the emergency period ends means you will hit the ground running when the time comes.
2. Use data to identify members at high-risk of losing coverage
It’s always been a challenge to get members to recertify, but some members are at higher risk for not completing their recertification and losing their coverage than others. The right partner can help you identify these high-risk members by augmenting your clinical and claims data with SDOH and predictive models that consider predictors like education level, credit score or home ownership. With this information you can create prioritized lists for additional targeted outreach. For example, predictive models will indicate that Maria is likely to complete the process after one outreach, while Sarah needs an additional phone call or text message reminder to take action.
3. Reach more members with multi-channel outreach
Did you know you can boost campaign engagement by up to 300% when using 4 or more channels in a coordinated way? Or that 90% of text messages are read within the first 3 minutes, and that 2 out of 3 low-income Americans have used their phone to access health information? Adding new channels like text messaging into your campaigns is a proven way to boost reach, ensuring more of your members receive critical messages. Make sure your messages include clear and simple instructions. Another tip is to help members complete actions by including click through links and phone numbers for more information.
Reaching and engaging Medicaid members is a long-standing challenge, but it’s something Welltok, now a Virgin Pulse company, has specialized in for over a decade. We have the data, analytics, and multi-channel outreach, as well as expert strategists on staff to help you design outreach campaigns to ease the upcoming recertification process. Want to learn more? Let’s talk!