Business Communications

by Nicole Williams Nicole Williams No Comments

How Marketers Can Strengthen Healthcare Member Engagement — and Prevent Attrition

If you’re looking to strengthen healthcare member engagement and prevent attrition in the rapidly changing healthcare marketplace, then you’re going to have to spend a lot more time getting to know your members than you used to.

Today’s members are increasingly informed consumers and smart buyers. The most successful health plans today are responding to this shift by taking the time to focus on what members want and on who they are as people. These plans ask the following about their customers:

  • What is their life like?
  • Where do they live and shop?
  • What are their passions?
  • What drives them?

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by RRD Marketing RRD Marketing No Comments

4 Tips for Financial Marketers: How to Improve the Customer Experience

Financial customers are more savvy and fickle than ever. A three-year study by Viacom found that one in three Millennials (born 1981-2000) are open to switching banks in the next 90 days — not exactly great news for financial institutions. So how do you begin to improve the customer experience to keep them happy? Better yet, how can you become the trusted institution they recommend to a friend?

Here are four ways financial marketers can improve the customer experience, in order to circumvent attrition and bump up your customer base.

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by RRD Marketing RRD Marketing No Comments

Defend Against the Data Breach: 2018 Healthcare Data Security Checklist for Healthcare Organizations

In preparation for the new year, we turned to our experts in information security to offer the best tips to guard against a security breach in 2018 and beyond. Below is a post from RRD’s Mark Matheis, regional privacy manager, U.S., and Rosario Sosa, senior director, IT Governance.

Every year, numerous healthcare organizations find their names added to a list no one wants to join — those who’ve experienced an information-security breach. In 2017, a midyear report from Protenus showed data breaches were outpacing 2016’s numbers, occurring at a rate of more than one a day. While the business sector led in terms of total data breaches (54.7%), according to Cyberscout the healthcare sector followed at nearly 30% of total data breaches in the U.S. in the first half of 2017.

Typically carried out by hackers or those inside the organization, this year’s breaches included high-profile events, such as an error that exposed protected health data for 1.1 million patients in Indiana’s Health Coverage Program as well as a ransomware attack involving data for another 500,000 patients at Michigan-based Airway Oxygen.

If these numbers make your palms sweat, it’s time to ensure your organization is truly on top of cybersecurity. There are resources that can help, including information from the HITRUST Alliance, which was formed in 2007 with the mission of helping health plan organizations defend against security risks.

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by Ellie Behling Ellie Behling No Comments

Improve Electronic Billing Adoption Rate by Improving Customer Experience

Companies have been trying to persuade customers to opt for electronic billing and communication for decades, and yet the rate of adoption has remained relatively stagnant. While it varies by industry, most consumers still opt for paper. Only 34% of bills and statements are paperless, according to the 2017 survey of North American businesses by Keypoint Intelligence-InfoTrends, which tracks the trend annually. The research company forecasts that total market adoption is even less (27%-29%).

In an age where so many people are plugged in, why do they still need paper communication as their main source of information? We’ve heard the following reasons from consumers:

  • The paper statement is my physical reminder to pay my bill.
  • I don’t want to go to 10 different websites to get my statements when they can be in a nice stack on my kitchen counter.
  • I don’t want to lose the documents and like to keep a paper copy for my records.

“What all of these reasons have in common is that consumers are still looking for ease of use. They don’t care whether their statement is physical or digital, as long as it’s a good experience,” says Cynthia Bajana, vice president of sales for RRD’s Business Communications Solutions.

Rather than simply pushing electronic communication, brands need to step back and examine how to improve the customer experience. As Steve Jobs said, “You‘ve got to start with the customer experience and work backward to the technology.” Here’s how brands can evolve their communication strategy to increase adoption of electronic communications.

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