Kathleen Ellmore, VP Consumer Engagement, Silverlink - Interview

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Thanks to Vice President, Consumer Engagement at Silverlink, Kathleen Ellmore for taking the time to answer a few questions about health care, the role of behavioral sciences, the impact of the Affordable Care Act, and the rapid change taking place in the industry.

Thanks to Kathleen Ellmore for her time and for her very comprehensive responses. They are greatly appreciated.

What role do the behavioral sciences play consumer health engagement?

Kathleen Ellmore: Transforming healthcare starts with the individual. By gaining insight into what motivates which people, when and why, providers and insurers can personalize communications to nudge millions of individuals in small, healthier ways. The result: better health and lower costs. With the open enrollment period starting October 1 for 2014 healthcare under the U.S. Affordable Care Act, now, more than ever, those individual touch points matter.

October 1 will be here before we know it. What should consumers be doing now to prepare?

Kathleen Ellmore: Consumers can take steps now to ensure they make good choices during the open enrollment period. First, they need to be aware that the Affordable Care Act affects every American and they have choices in healthcare they have never had before. Second, consumers should do their homework.

If they are on a plan, how will the ACA affect them and that plan come 2014? If they are not on a plan, what type of plan should they consider? Doing research now – by talking to their plans, researching options on the Internet and talking with knowledgeable friends, families and associates – will keep them up to date and informed. Third, if they need help making their choices, they should look for advocates in the local community or in the health plan community who can help them move effectively through the enrollment process.

Kathleen Ellmore (photo left)

Can you cite some of the more innovative engagement programs you have seen?

Kathleen Ellmore: A number of state exchanges have created terrific ads that can create awareness of new health plan options in their local communities. It is clear from watching these commercials that most likely through focus group research, the messages are tailored to the populations of the specific states. Each ad takes a unique approach to communicate their key messages. For example, one ad features a local folk singer and another takes a celebratory sports approach.

It is not one-size fits all, and each commercial is innovative based on their target population. At Silverlink, we take a similar approach to personalize and create relevance for the different populations with whom we communicate. Using segmentation and data analytics we help our clients create innovative yet personalized communications that change behavior across many applications.

This is a period of dramatic yet positive change. How can a plan best maintain/show its commitment to members during this time of transition?

Kathleen Ellmore: Communication is key at all times but especially in times of change. Members and non-members alike will be making important healthcare choices, and will need the support of health plans to navigate through the health insurance marketplace. First, plans should find opportunities to provide education and awareness for consumers.

Next, they should work to create relevance for the individual consumer identifying what the plan has to offer that is meaningful to the individual. Third, they should create hand-holding tools and opportunities so that consumers can access those tools throughout the process to ensure consumers are getting the information they need when they need it to make the best decision for their health needs.

What is next for Silverlink?

Kathleen Ellmore: Some 100+ healthcare clients, including the top 10 U.S. health plans, count on Silverlink to help them better engage with their members. Now and through 2014, we will be working with our clients to help individuals transition through the upcoming enrollment period and navigate their new benefits once enrolled. We are excited to help plans guide consumers through this new world order and create stronger relationships between healthcare organizations and their members. Creating trusted brands in health will be a key factor in becoming a partner with consumers in their health choices.

What is next for Kathleen Ellmore?

Kathleen Ellmore: I really enjoy working with healthcare organizations, bringing the best of consumer marketing methodologies, data analytics, and behavioral science to create exceptional experience and motivate consumers to better health decisions. With the ACA, we have unique opportunity right now to build long lasting relationships that will allow organizations to partner with members in their health and drive choices that will be beneficial to both consumers and to the healthcare organizations. I look forward to the impact that we collectively can have on individuals and the country as a whole in creating a healthier America.

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About Silverlink

Silverlink is the proven leader in engagement management solutions for healthcare organizations. Its solutions enable health plans and other key stakeholders to engage and support their members in smarter and more effective ways. Silverlink delivers better control, coordination and effectiveness in member communications to promote healthy and loyal behaviors. For more information, please visit www.silverlink.com.

About Kathleen Ellmore

Kathleen Ellmore, Vice President, Consumer Engagement, counsels Silverlink’s healthcare clients on creating exceptional consumer experiences and building world-class brands. With a unique combination of decision sciences and deep consumer marketing and healthcare expertise, Kathleen helps clients transform their customer outreach and drive improved behaviors and better health. Through an understanding of consumer behavior, segmentation, intervention and data analysis, Kathleen teams with her clients to navigate the major changes occurring in the U.S. healthcare system today.

Kathleen is a frequent speaker on the national stage. Engagements have included the 2012 World Healthcare Congress on building a world-class brand, the 2013 World Congress Summit on consumer engagement through healthcare innovation, and the AHIP Institute 2013 on the topic of consumer engagement best practices.

Prior to joining Silverlink, Kathleen served as vice president for Digitas, the nation’s premier direct marketing firm. At Digitas, she led the AT&T Wireless B2B Services group working on direct communications, database marketing management, segmentation and modeling. Kathleen also has more than 20 years of consumer marketing and brand experience at leading consumer marketing organizations including General Mills and Gillette.

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