|
| Executive Update | February 2015 |
 |
|
Did you know that 83% of American adults own cell phones and three-quarters of them (73%) send and receive text messages?1 Mobile communications have changed the way people get information, and Independence Blue Cross (Independence) is strategically engaging our members through mobile devices to help them use their health plan benefits more effectively. Connecting members to health and benefits information on-the-go To meet the changing needs of our members, we launched IBX Wire in early 2013. New and renewing commercial members receive ID cards with a sticker inviting them to call a toll-free number to confirm receipt of their new ID card. If the member elects to receive communications from Independence, IBX Wire sends a secure text message that includes a link to a HIPAA-compliant web page, where the private communication is delivered. To date, more than 350,000 members have opted in to receive text messages through IBX Wire, and it has won an Innovation Award from the Philadelphia Business Journal. Starting February 19, 2015, members who elect to receive IBX Wire communications from Independence receive targeted messages to address gaps in care, inform them about lower-cost alternatives to visiting an emergency room, and more. While in the past messages were sent on an ad hoc basis, these messages will be triggered off of claims data— specific to each individual member's health needs and utilization. Increasing awareness and helping members manage their care These targeted messages will be sent to members of fully insured groups, as well as those self-funded groups that have Disease Management, with the goal of improving outcomes for members with diabetes and heart disease, for example. In the near future, self-funded customers will have the ability to purchase targeted clinical and/ or customer specific messages. Details on options available for self-funded customers will be available later in Q1. In addition to increasing awareness of important health needs, other messages target specific behaviors related to utilization, such as visiting the emergency room or choosing brand-name drugs, and when appropriate, offer educational, money-saving tips. Every message is actionable, providing one-click access to contact a Health Coach or, for example, find an urgent care center or retail clinic. In November, 2014, we added a homepage that provides easy access to various self-serve tools, including ibxpress, the Find a Doctor tool, and FAQs. Encouraging results Since it launched in 2013, IBX Wire has shown high engagement rates and results. For example, the Flu Shot Reminder message has resulted in 54% of members who received the message clicked on the link to read the full message; of those, 72% clicked on the link within that message. Response rates for our Cervical Cancer Awareness message were also high, with 70% of those who read the message clicking through to find a doctor for the screening. Communications to help customers promote IBX Wire Your Independence account executive can provide you with a list of how many members are "wired" in your customer groups. You can provide your customers with this flyer, which they can share with their employees at open enrollment events and through internal communications to encourage them to sign up for IBX Wire text messages. We continue to use IBX Wire in conjunction with other online and mobile communication channels to help members make more informed decisions about their health, when and where it's convenient. If you have any questions about IBX Wire, please contact your Independence account executive.
|
||||||||||||
|
||||||||||||
