The consumerization of healthcare is transforming how individuals access and manage their health. Mobile apps, health plan portals, and AI-powered chatbots are at the forefront of this shift, offering personalized, on-demand tools that mirror the convenience of industries like retail and banking. These solutions empower members to take control of their healthcare journey—whether it’s scheduling appointments, accessing benefits, or getting quick answers.
Yet, despite these advancements, 88% of healthcare appointments are still scheduled by phone, underscoring the enduring importance of this channel for member engagement.¹ After doing online research, many people prefer speaking with a real person because it feels more personal and private. Whether scheduling care for themselves, their children, or family members, speaking to a real person builds trust and provides reassurance.
Outbound phone calls are particularly effective because they address common barriers to healthcare engagement and provide a human touch that digital tools often lack. For many members, the act of scheduling care can fall to the bottom of the to-do list due to uncertainty, lack of time, or simple forgetfulness. For example, a recent survey found that 82%² of people accept an appointment when approached through phone calls, demonstrating the effectiveness of proactive engagement in keeping members connected to their care.
A well-timed call does more than remind—it initiates a real conversation. By answering questions, addressing concerns, and offering immediate support, these calls make members feel seen, valued, and understood. They transform a routine task into an opportunity to build trust and deepen relationships with their health plan.
As members grow familiar with the representatives reaching out to them, they’re more likely to answer calls and engage meaningfully. Over time, this familiarity turns a transactional interaction into a relational one, fostering trust and comfort. It encourages members to follow through with their care, confident they have a consistent, reliable partner to guide them through their healthcare journey. This foundation of trust and familiarity paves the way for a more strategic, impactful approach to member engagement, creating a lasting bond that benefits both members and their health plans.
Building Trust Through Personalized, Year-Round Member Engagement
Imagine building a strategic, year-round member outreach program designed to keep members engaged and supported throughout their health care journey. At the start of the year, a health plan representative could call to welcome members, schedule initial wellness visits, and ensure they understand how to access and use their benefits. A few months later, that same representative could follow up to conduct a comprehensive Health Risk Assessment (HRA), identifying and addressing potential health issues early. As the year progresses, they would continue to stay connected by tracking and managing overdue screenings, vaccinations, and even following up on chronic disease care to ensure nothing falls through the cracks.
Beyond convenience, these phone calls help build trust and connection. Speaking with a real person fosters a sense of support and accountability, encouraging members to prioritize their health. It also nurtures a relationship where members feel valued, heard, and more likely to engage with their care team over time. This is especially impactful for individuals who may feel overwhelmed by digital tools or disconnected from their healthcare plan.
Real-World Impact: How Proactive Outreach Made a Difference
Meet Maria, a 65-year-old health plan member who had always been hesitant to prioritize her health. Balancing the demands of caring for her grandchildren and managing her household, scheduling a wellness visit just wasn’t a priority for Maria. At the beginning of the year, a ReferWell Care Navigator reached out with a warm, friendly call to welcome Maria and help her understand her benefits. The Care Navigator not only explained the importance of preventive care but also made it easy by scheduling Maria’s initial wellness visit right then and there.
A few months later, Maria received another call from the same Care Navigator, this time to conduct a Health Risk Assessment (HRA). During the conversation, Maria casually mentioned that she had been feeling short of breath when walking up the stairs—something she thought was just a part of getting older. Concerned, the Care Navigator gently encouraged Maria to schedule a follow-up with her doctor. That follow-up led to a diagnosis of early-stage heart disease, giving Maria the opportunity to make lifestyle changes and start treatment before it became a more serious issue.
As the year progressed, the Care Navigator continued to stay in touch with Maria, helping her stay on track with overdue screenings, reminding her about flu vaccinations, and scheduling follow-up visits to monitor her heart health. For Maria, the consistent outreach wasn’t just about reminders—it was about feeling seen, supported, and cared for.
A Comprehensive Solution for Better Member Engagement
At ReferWell, our mission is to enhance the member experience by connecting individuals to the right doctor, at the right time, for the care they need. That’s why we offer a systematic approach that addresses every phase of the member journey—from initial engagement and health assessments to closing care gaps and enhancing the member experience. Our advanced care scheduling platform and empathetic Care Navigators ensure that members receive the care they need, exactly when they need it. This results in improved HEDIS measures, higher CAHPS scores, and better Star ratings, along with overall better health outcomes.
With ReferWell’s claims-validated 242% ROI, you’re not just investing in a service; you’re investing in a solution that drives measurable improvements in both member satisfaction and plan performance. Whether it’s through proactive outreach, personalized care coordination, or strategic year-round programming, ReferWell provides the tools and expertise your health plan needs to break down barriers to care and deliver exceptional results.
About the Author
Meghan Snyder, Chief Customer Officer
As the Chief Customer Officer at ReferWell, Meghan leads a team of 40+ employees and oversees client onboarding, delivery, and retention. Meghan holds a Master’s degree in Healthcare Administration from Cornell University and has more than ten years of experience in driving customer satisfaction and growth within the healthcare sector. Meghan began her career at the Advisory Board Company, later acquired by Optum, where she worked with health systems to reduce patient leakage and expand market share. Joining ReferWell in 2021, Meghan has grown from an individual contributor to an executive leader. Meghan is passionate about creating exceptional client experiences and fostering long-term relationships that drive mutual success.
