Improved health literacy will help consumers understand plans and benefits so that they can make better decisions and Florida Blue has focused on experiential marketing where customers are engaged in community events, outreach programs, and educational sessions, explained Anne Jessup, senior director of digital channels at Florida Blue.
Improved health literacy will help consumers understand plans and benefits so that they can make better decisions and Florida Blue has focused on experiential marketing where customers are engaged in community events, outreach programs, and educational sessions, explained Anne Jessup, senior director of digital channels at Florida Blue.
Transcript (modified)
What role does improving health literacy play when enrolling consumers?
I think the ability to really meet the meaningful access standards and making sure that when we’re communicating to a consumer—as we’re talking about our plans and our benefits—that we’re communicating in a way that makes sense to them. Not using a ton of acronyms, not using words that are unfamiliar, but trying to make it really common language that everybody can understand and hopefully make a good choice because of it.
What has been the plan for attracting the uninsured and getting them to enroll?
We’ve seen a couple of opportunities with the uninsured space. Again, we really leverage something that we refer to industry-wide, and in the marketing spaces, as “experiential marketing.”
We go to where the customer is and engage them in a way that makes sense. So we participate in community events, we set up outreach programs, we have weekly and monthly education sessions both in our retail center as well as in prominent points around the community. So that it’s very easy for someone to say, “Oh, you know what, they’re talking about insurance. Maybe I should stop by; maybe I should set up an appointment; maybe I should come and just ask some questions and make sure I understand what health insurance is all about and what open enrollment really means to me.”
In addition, we do a lot of outreach through various marketing campaigns—again, both digitally as well as in the community—and really try to get a customer’s attention and get them in and help them understand what they have available to them.
Dr Kathy Zackowski Discusses the Importance of Rehabilitation Research and Trials in MS
April 26th 2024Kathy Zackowski, PhD, National MS Society, expresses the inherent value of quality rehabilitation trials for broadening clinical understandings of multiple sclerosis (MS) and bettering patient outcomes.
Read More
Examining Low-Value Cancer Care Trends Amidst the COVID-19 Pandemic
April 25th 2024On this episode of Managed Care Cast, we're talking with the authors of a study published in the April 2024 issue of The American Journal of Managed Care® about their findings on the rates of low-value cancer care services throughout the COVID-19 pandemic.
Listen
Navigating Health Literacy, Social Determinants, and Discrimination in National Health Plans
February 13th 2024On this episode of Managed Care Cast, we're talking with the authors of a study published in the February 2024 issue of The American Journal of Managed Care® about their findings on how health plans can screen for health literacy, social determinants of health, and perceived health care discrimination.
Listen