Using interactive voice recognition to identify communication channel utilization to most efficiently communicate with a broad population

Background; Interactive voice recognition technology is used to communicate with health plan members about their health. This one channel is effective in widely reaching individuals of all ages and socio-demographic categories and can offer several language alternatives. This technology can be used to develop multi-modal outreach plans by determining usage of the telephonic as well as mail and internet/ email channels. In one program multiple goals can be achieved – increasing retention, sharing information, and gaining a population segment level understanding of channel utilization. Objective/purpose; Health plans must communicate with their membership and developing the most efficient, effective communication plan can lead to better member loyalty, retention, and ultimately better member health. Methods; Using interactive voice recognition technology and expertise in crafting engaging messages a program was developed with the primary goal of increasing retention and a secondary goal of determining communication channel utilization levels. Results; The outreach is flexible enough to determine who has internet access and responsiveness to email, recall of mailed communications, and accessibility via telephonic outreach. This information can be used to develop cost-efficient future outreach -- using the best communication channel for the appropriate population segment. Discussion/conclusions. The ultimate goal of this outreach is to engage high-risk members and increase member retention. This second phase of the research, including retention analysis, is under way, however, in the interim, channel utilization information can be used to tailor future outreach.