Member Engagement: A Targeted, Holistic Approach Works

Healthcare payers are finally learning from the world of retail and starting to think of their members as healthcare “buyers.” Retail giants such as Best Buy, Target and Amazon know who to target for marketing activities because they study their customers’ buying patterns, social status, buying motivations and purchasing barriers. They know who will
come into a store on their own, who needs a nudge and who’s simply not interested.

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