3 Tips for Creating a Personalized Digital Member Experience

In today’s fast-evolving healthcare landscape, payer organizations face increasing pressure to provide a seamless, personalized digital experience that meets rising consumer expectations and regulatory standards. The healthcare industry is now competing with other sectors where customers expect personalized, on-demand services, and these heightened expectations have extended into how members engage with their health plans.  However, building a cohesive digital member experience remains challenging due to fragmented systems, siloed data, and misalignment between business units. These barriers can lead to inefficiencies, inconsistent member engagement, and ultimately, missed opportunities to enhance both health outcomes and business performance. 

Recently I had the opportunity to participate in an AHIP-hosted webinar alongside Guruprasad Samaga Executive Director of Digital Engineering and Transformation at BCBSMA; and Sarah Lull, Healthcare CX Account Executive at Redpoint, where we explored strategies and tactics for creating personalized, digital member experiences.   Guruprasad shared his experience implementing a Customer Data Platform (CDP) with Redpoint to meet digital delivery goals for health plan members. We also discussed how to set a long-term vision with short-term gains, build a business case, secure stakeholder support, and measure success.  

Here are three key takeaways from the panel on how health plans can build personalized, digital member experiences: 

1. Start with your data  

Data is the foundation of any successful personalized member experience. Consolidate the dozens of data sources scattered across your organization and ensure they communicate effectively with one another to provide a longitudinal history for each member. Aim for a comprehensive, enterprise-wide view of each member, integrating inbound and outbound interactions, member preferences, and other relevant data points. By normalizing and rationalizing your data, you can move beyond isolated pockets of personalization to create a more cohesive and effective member experience. 

2. Collect, store, and utilize consumer preferences 

In the digital age, consumer preferences change rapidly, and health plans must adapt quickly to keep pace.   Personalizing outreach and engagement relies on understanding members' communication preferences, making preference collection a must-have, not a nice-to-have. A proactive approach is essential—plans should embed preference collection into key touchpoints like enrollment or onboarding rather than treating it as a separate initiative. This streamlined approach allows members to seamlessly provide their preferences when they’re already engaged in the process. We have found that the further behind a plan falls with preference collection, the harder it becomes to catch up.

However, simply collecting the data alone isn’t enough—be sure there is a process to access the stored data and utilize it for your member outreaches.  Members expect their preferences to be honored—whether it’s through text, email, or app notifications—and failing to do so can erode trust. By tailoring communication to each member’s preferred channel, health plans can not only increase engagement but also reduce the risk of alienating members with unwanted outreach. 

3. Measure success with a personalized lens 

To truly gauge success, health plans need to redefine what “engagement” means. It’s not just about email opens; it’s about actions—like completing a survey or scheduling an appointment. With a focus on achieving the best outcomes at the lowest cost and highest satisfaction rate, measuring success through a personalized lens is crucial. 

Each member is on a unique health journey, and your approach to measuring success should reflect that diversity. For one member, success might mean taking the first step toward visiting their primary care physician after a period of disengagement. For another, it could be about ensuring they remain compliant with their medication or improving the management of a chronic condition. Tailoring your measurement strategies to individual member goals not only ensures you’re capturing the full impact of your efforts, it also highlights areas where further personalization can drive greater value. 

Conclusion 

Research shows that over 80% of members prefer digital channels, which means that no matter what line of business you focus on, digital interactions are a must.  As healthcare consumer preferences continue to evolve, health plans must keep up by delivering personalized, digital experiences that truly resonate with members. A strong digital strategy, supported by organized data and personalized touchpoints, is essential for creating impactful member journeys and driving better health outcomes., is essential for creating impactful member journeys and driving better health outcomes. 

For more insights on how to foster a personalized, digital member experience, check out the on-demand webinar recording here.