How a Leading Health Plan Activated Enterprise Data to Power Real-Time Member Engagement

Why:

To stay competitive and meet rising expectations from members and customers, a Fortune 20 healthcare payer and pharmacy benefits manager needed a better way to activate timely, high-quality data across its organization. Key challenges included:

• Heavy reliance on IT to pull segments for campaigns and to build email templates, in each case taking weeks
• Static segments that failed to account for customers dynamically qualifying for a new or different campaign at the time of execution
• A limited ability to orchestrate a member journey, such as updating content based on real-time behaviors
• A lack of enterprise rules for audiences, exacerbated by a large, siloed Martech stack assembled through acquisition over time

What:

The healthcare payer and PBM organization selected the Redpoint Data Readiness Hub for its superior data management, segmentation and journey orchestration capabilities based on a 90-day POC. The pilot solidified results in streamlining audience segmentation, campaign management and engagement.

• A single platform that centralizes customer data and builds a comprehensive, real-time unified customer profile
• The capture of customer preferences to help orchestrate campaigns based on an individual customer’s journey
• Integration with existing technology stack, including CMS and inbound and outbound communication channels
• Campaign analytics to help further refine future segments
• Flexibility through an open garden approach

Wow:

Within months, the organization achieved significant improvement in dynamic prescription refill campaign results, its top use case for the Redpoint platform. Redpoint drove the intended results through:

• A consolidated view of the customer in a real-time unified customer profile, with user roles and permissions in place keeping necessary data separate
• Automated data aggregation from several sources and data types, including PHI/PII, prospects, demographic, pharmacy and medical claims, pharmaceutical data
• Cutting campaign time from creation to execution by 50%+
• Centralized decisioning and campaign orchestration, with speed-to-value in building audiences and campaigns
• A business-user friendly UI empowering marketing independence from IT