Taking a Digital-First Approach to Patient Engagement & Health Services

A digital approach to health-plan communication can bolster home-based clinician visits—and build trust and loyalty, too.

The U.S. population is aging—and older Americans are living longer. By 2060, nearly one in four Americans will be 65 or older, the number of 85-plus people will triple, and there will be about half a million people who are 100 years old or older, according to the U.S. Census Bureau. Already, the average 65-year-old today can expect to live another 18.9 years, per the National Center for Health Statistics. 

While longevity is something to celebrate, it also comes with challenges. This growing older population will bring a corresponding surge in the number of people with physical and cognitive limitations that require more care. Existing research demonstrates that adults 65 and older are three times more likely to require a hospital stay than younger adults. And as people approach old age, healthcare utilization tends only to increase. 

Home-based, clinician-led care is a critical service that can help the U.S. healthcare system manage its aging population. As part of a whole-person care model focused on assessing and addressing complex needs, clinicians who see patients in their homes deliver care in coordination with patients’ primary physician as well as other support providers, such as social workers. These high-touch health visits also help identify the social barriers that may be preventing older people from getting the care they need. In short:  clinicians seeing patients in their homes ensure each patient is better when they leave than when they arrive.

As a result, home-based health services, like Matrix Medical Network, create an important touchpoint in the care continuum, allowing for increased time with patients, providing access to necessary support, and driving better health outcomes.

Why should health plans care about member engagement?

Despite all these benefits, many Medicare Advantage members don’t take advantage of in-home care for the simple reason that they don’t know the service is available. One reason behind this lack of awareness? They tune out (or turn off) the calls. Call centers are instrumental in facilitating many of today’s home-based visits. And while calls do yield appointments, today’s members are less likely to pick up.

It is understandable that older people are cautious of calls from unfamiliar numbers. A significant number of Medicare beneficiaries report being overwhelmed by unsolicited calls from brokers promoting Medicare plans. These can be annoying—or far worse. Three in four adults ages 50 to 80 have experienced a scam attempt by phone and other channels over the past two years, according to the National Poll on Healthy Aging. In the U.S. alone, financial crimes against older adults, known as elder fraud, totaled $3.4 billion in 2023, an 11% increase over the previous year, the FBI reports. 

Little surprise, then, that Medicare Advantage members are hearing a steady drumbeat of advice—from trusted sources such as the AARP and The Washington Post—that they can avoid getting scammed simply by not picking up the phone. While opting not to answer unsolicited calls can help avoid fraudsters, it also prevents Medicare Advantage members from learning about available home-based care that can help address their high-risk or chronic conditions.

Health plans should adopt a digital approach to drive patient engagement

Older Americans need confidence that any outreach about home-based health visits is legitimate. More broadly, they also need Medicare Advantage interactions to reflect their changing communication patterns. The number of older adults increased by nearly 40% between 2010 and 2020, according to the U.S. Census Bureau. Their use of online health resources doubled during the same period, per the National Health and Aging Trends Study. In a 2023 McKinsey survey, Medicare beneficiaries said email, along with TV and online ads, were the most informative methods of Medicare Advantage marketing—and roughly two-thirds of surveyed members reported using digital tools during enrollment. 

There’s no doubt this group is ready (and hungry) for the same digital opportunities from their health plans and services, whether that’s receiving helpful information about why certain care is needed or the ability to schedule an appointment online quickly and easily.  A digital-first, member-centric approach to in-home visits provides a warmer, more targeted way to communicate—and it supercharges members’ engagement, loyalty, and trust along the way. 

Receiving information by email or SMS gives people time to read through and consider the information before they’re asked to do something. Emails can lay out in clear, direct language what a home visit is and why it’s helpful and safe. Digital content can also be shared with trusted relatives who can review and confirm legitimacy. Plus, a digital-first approach allows payers and service providers to tailor content and personalize messaging for different audiences, increasing engagement and impact.

While nearly all the above applies to direct mail, digital-first communication is simply more efficient and cost-effective.  Emails and SMS can be instantly delivered and managed at scale. And when they’re deployed by a platform that can adjust and learn from member behavior, digital comms can help identify people who are more likely to respond to necessary (but more expensive) phone outreach, improving yield with less effort. For some, a call may never be necessary. When digital content includes strong calls to action to book appointments online, it empowers older adults to personally manage their in-home assessment appointments, cementing commitment and increasing the likelihood that they’ll complete the visit.

Improving patient communication to create a healthier future

As older adults increasingly expect seamless digital healthcare experiences, Medicare Advantage plans must provide plenty of digital doors for members to access information about the value of in-home visits. These assessments provide a unique opportunity to catch medical and social gaps in care that might not be obvious in other healthcare settings. Clinicians are able to directly observe and address issues such as medication shortages due to lack of transportation to the pharmacy, or insufficient food supplies. And most important, they can then connect members with the appropriate support services they need. 

By partnering with an independent provider of comprehensive health assessments that leverages personalized digital communications, health plans can deliver the care their members need in the comfort of their own homes, ultimately improving outcomes and empowering older adults to live their best lives.