The being pregnant journey is a path paved with uncertainty. From the second these two pink traces seem, an expectant mom has extra questions than solutions – and should rapidly discover dependable sources that may present one of the best prenatal, supply and postnatal take care of herself and her child.

Earlier than being pregnant, many expectant members doubtless have little or no publicity to the healthcare system, diving headfirst right into a realm of the unknown. That's the place a well being plan can step in.

Serving to alleviate this uncertainty needs to be a prime precedence for payers. Within the following paragraphs, I’ll define 3 ways well being plans can have interaction, join with, and delight their pregnant members to foster goodwill, earn long-term belief, and foster loyal relationships that final. These relationships – primarily based on belief – end in higher knowledgeable interventions and kind the idea on which higher outcomes are achieved.

#1: Present each member you care

Communications that contextualize and personalize present members you care.

Whereas static emails and care reminders might be helpful touchpoints, the maternity journey is emotionally, bodily and financially advanced and gives uniquely timed plans to attach with members on a deeper degree. Profitable applications depend upon the fitting timing, message and technique.

Contextualization ensures that the communication of your plan is at all times related, well timed and helpful. A communication that entails members and proves helpful at one stage could also be thought of intangible at one other stage – or – even worse. Take into account a notice that claims “Congratulations in your large information” and invitations members to analysis close by suppliers. These messages and calls to motion might be invaluable within the early days in serving to expectant moms establish native, community and high-quality suppliers, however might rapidly really feel misplaced and irrelevant within the first trimester. progresses – or thoughtlessly and insensitively if the being pregnant ends in miscarriage.

One of the best options analyze patterns within the information to proactively establish and handle points primarily based on contextual data, such because the content material the member is partaking with. At finest, contextualization is the delicate background work that ensures all outreach is instantly associated to an occasion set off, anticipated member wants, or a related scenario.

Personalization takes this a step additional by demonstrating that this contextualized communication takes under consideration their particular medical historical past, scenario and desires. Keep away from a one-size-fits-all method, as a result of that looks like a bit of cake. Think about using various kinds of communication to uncover preferences, equivalent to personalised cellphone calls from empathetic case managers, or emails that ask questions earlier than sharing instructional data. Outreach that displays a willingness to pay attention and interact at their degree helps create a deeper degree of belief, primarily based on a way of being seen at a person degree.

#2: Keep dependable and constant

Throughout this time of nice change on your members, take the chance to behave as a constant and dependable useful resource.

Well being plans that construct a high-tech, high-tech care mannequin may also help present an ongoing supply of assist and assist, letting members know the place to show when a query, downside or problem arises. Ideally, plans will develop a communication collection framework that serves as a basis by addressing frequent being pregnant questions and celebrating milestones in all “4” trimesters.

For starters, common communication establishes a baseline that builds belief from the very starting. Constant touchpoints, equivalent to weekly emails or app-based texts, can enhance anticipation and show reliability, whereas sharing worthwhile instructional or engagement data that guides subsequent finest actions, prenatal care ideas and extra. These posts can go a great distance in constructing belief by sharing data at important occasions, equivalent to: one of the best inquiries to ask at your 12-week appointment, and what to anticipate from a glucose tolerance check, to the highest 5 ideas for lowering breast complaints. irritation in the course of the first days of breastfeeding of a new child.

To make sure that this communication resonates with all members, it is very important construct cultural competency as a cornerstone of any program. Case managers with a various vary of spoken languages, backgrounds and lived experiences will guarantee all members really feel snug, assured and supported.

#3: Actions communicate louder than phrases

If it actually issues, ditch the outbound communication and take motion.

All through the being pregnant journey, case managers join with expectant moms to behave as trusted advocates, uncover wants, and supply instructional and emotional assist. Plans can play a really actual function in proactively figuring out wants and connecting members to the care they want, from conducting common outreach to make sure new moms can get postpartum screenings, to ongoing screenings for psychological well being monitoring modifications in habits. want, from prenatal care to postpartum restoration, postpartum psychological well being care, breastfeeding assist and extra.

At important moments, case managers have to be empowered to intervene in actual time – with assets that assist resolve social determinants of well being (SDOH), handle gaps in care, or assist join members to assets, neighborhood organizations and well being care suppliers addressing important well being challenges confronted by mom or child. Whereas many case administration applications doc challenges and inform members they are going to be again, applications that proactively assist resolve points whereas staying on the cellphone with the member construct speedy belief. These members know they will belief their care plan and, if needed, they will name again at any time – and they’re going to see outcomes.

Ideally, case managers handle and preserve relationships with members all through their prenatal and postpartum journey. For instance, a case supervisor can begin early on figuring out limitations to care, equivalent to transportation safety. If a member doesn’t have a automobile or dependable entry to secure public transportation, plans can step in by providing sponsored rides to and from appointments, making certain constant prenatal care and a larger chance of favorable outcomes. These similar case managers would know to guide a trip prematurely to make sure these new moms don't miss their essential six-week postpartum checkup. This sense of assist at key moments builds belief, encourages ongoing, sustainable engagement and encourages members to return repeatedly when an issue arises.

The important thing to member engagement

Gaining the belief of members is at all times tough, however the being pregnant course of affords a singular alternative to indicate care and expertise moments that basically matter. As your pregnant members construct new lives, you possibly can guarantee your outreach takes on a lifetime of its personal with constant communications that show curiosity, trustworthiness, and most significantly, a very member-centric, people-centered method.

The easiest way to work together together with your members and achieve belief? Be part of them on their journey, from the primary two pink traces on the check strip via these sleepless nights and past. Commiserate, take pleasure in and have fun this tumultuous and thrilling time. The dear belief will comply with.

Picture credit score: Blue Planet Studio, Getty Pictures

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