Onboarding:Five Communication Lessons Learned

Digital Communication Objectives

ConsistencyScalePersonalizationInteractiveSynchronization

Diagramming the OptimalOnboarding Process

Lesson #1: Keep your eye on the prize

• Define and Prioritize success

• How will it be measured – Systems, intervals, owners– Benchmarks– Indirect measures– Segments

• Beyond Onboarding– Quality– Retention

Reduce call center cost/volume

Increase member NPS

Increase effectuation (auto-enroll)

Increase digital adoption

Lesson #2: What’s in it for me?

Choose your PCP Achieve *your* health goals

Schedule your screening Get the most benefits for your money

Register on the portal Claim your incentive

Sign up for mail-order refills

Save time and money on prescriptions

Download the app Have information at your fingertips

Pay now Don’t let your coverage lapse

Lesson #3: Its personal

Common attributes • Demographics (age, ethnicity, family composition)• Preferences (language, cadence, channel)

Next generation• Past interactions (claims, communications history like

portal activity, contact center, social media)• Context/relevance (location, time of day/day of week)

Lesson #4: Don’t waste your breath

Common pitfalls

• TMI • Irrelevant• Cluttered• Repeated• Not prioritized

Every member touch point is precious.Be careful not to dilute your important communication with less critical and distracting messages

Lesson #5: Make it a conversation

Let me:

• Interrupt

• Take a break to digest

• Ask questions and delve deeper

• Take action when I’ve heard enough

• Pick up where we left off

• Know that you heard me

• Hear your compassion

Onboarding-First impressions are lasting

• Keep your eye on the prize

• Acknowledge and support consumerism

• Add context to make it personal and relevant

• Prioritize your outreach; don’t overwhelm

• Enable a real conversation

A well defined approach, including input from important stakeholders, can help your plan to achieve quantifiable results at this important touch point.

Let’s Talk!

Deb PurcellDirector Healthcare SolutionsPitney Bowes

Deb.purcell@pb.com

203.796.6457

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