Robin Wright King Discusses Communication With Health Plan Members

With the Affordable Care Act expanding access to healthcare coverage, health plans have to handle consumers who are very different: some are very new to healthcare, some are more knowledgeable, some are healthy and never use care, and some are chronically ill, explained Robin Wright King, MBA, of Blue Cross Blue Shield of Massachusetts.

Transcript (modified)

As a result of the Affordable Care Act, some consumers are gaining coverage for the very first time. Do you approach or handle these consumers differently?

One of the things that we are learning about our members is that they are not all the same. And so there are some members who are very, very new to healthcare, there are members who are very experienced. We have members who have different health conditions, some that are chronically ill, and some that have never used healthcare before.

So it is going to be important for us as we develop our communication strategy for these members, to understand and meet these members where they stand, and communicate and work with them in a way that will, again, help them understand and utilize their health plan in the best way possible.