Like all insurers, Humana was facing a barrage of challenges, from rising costs and an aging population to changing regulations. But rather than simply keeping up with the evolving healthcare landscape, Humana was determined to transform the member experience and help people achieve their best health.
First, we turned our attention to the onboarding process for Medicare patients by creating a Simplification Blueprint to map and analyze the existing customer journey. This helped us define the best way to give members the right information, at the right time, through the right channels. We then focused on simplifying the most significant communications and interactions, including an essential member guide that now clearly confirms plan details, prepares members to make the most of their benefits and positions Humana as a partner in health. Finally, we streamlined and clarified Humana’s “gap in care” correspondence to enable members to understand how to improve their health.
Qualitative research showed a marked improvement in how participants viewed Humana’s simplified correspondence. Describing the member guide as informative, helpful and accessible, participants were not only confident in their understanding of the plan, but they also perceived Humana as dedicated to helping members manage their health. In 2015, Humana’s member guide received the ClearMark Award of Distinction from the Center for Plain Language.