Solution

Horizon has built two digital insight communities using the Alida platform, totaling 3,334 members. They launched “Talk to Horizon” in 2013 for commercial customers and “Talk to Us” in 2023 for customers with Medicare Advantage plans offered through their affiliate, Braven Health.

The team employs various research methodologies, all seeking to engage members to explore their experiences and dive into the root causes of member behavior. Critical to their success, they work collaboratively with internal stakeholders to develop robust research plans to meet project objectives, incorporating both quantitative and qualitative research tactics.

Regular inter-divisional collaboration with Customer Experience, Enterprise Communications, Sales/Account Management and Marketing, Digital Strategy and Government Programs allows for direct action and positive change for members. 

Optimizing post-enrollment communications

Horizon wanted to identify and resolve points of friction in the onboarding experience for members with Individual Health Coverage (IHC). They conducted multiple studies to measure the level of awareness of post-enrollment communications, understand how members perceived the helpfulness of educational materials, and determine preferences for communication frequency.

The research found that members had relatively high awareness but felt overwhelmed with the amount of information provided. They wanted more focused content, realistic scenarios, and meaningful visualizations. Based on these findings, the team made several changes to the Member Education and Your Health in Focus sections of the website to improve clarity, categorize information, and include supporting visuals, such as charts, graphics, videos, and online tutorials. 

Improving member digital experience

Horizon wanted to help members of the New Jersey State Health Benefits Program (SHBP) and School Employees' Health Benefits Program (SEHBP) more easily select healthcare providers through their online Doctor and Hospital Finder. They sought to understand how these members perceived the value of badges for providers’ quality ratings and participation in Center for Medicare & Medicaid Services (CMS) when using the directory. 

Over a two-day period, Horizon gathered feedback via an online discussion forum within the Alida platform. They learned that members desired more consistent and objective ratings. Respondents were somewhat skeptical about quality badges and concerned about complexity and potential bias for CMS badges. They preferred that badges be displayed along with patient reviews. As a result, the team made several changes to communicate trustworthiness of the ratings, including defining the leadership team’s credentials, adding data, and simplifying the factors that determine rankings. They also increased efforts to collect patient reviews.

Product Development Naming Feedback

When Horizon affiliate Braven Health launched a new program for veterans, they had several potential names on the table. Before moving forward, they wanted to know which of the options their target audience felt was most trustworthy, unique, and easy to understand. However, they needed to move quickly to meet the deadline for required filings. 

The team rapidly recruited an online panel across both communities and Horizon’s Military Affinity Group (MAG), surveyed their opinions, and had their answer within one week. The winner was Medicare Advantage Veterans Health Plan, due to launch in 2025.

Results

Establishing the Talk to Horizon and Talk to Us Braven Health communities is a testament to Horizon BCBSNJ’s dedication to their member’s experience. As a pioneer in their industry in using digital tools for research and insights, Horizon’s communities have become trusted tools to capture the pulse of the market and efficiently validate assumptions or correct course. They immerse the enterprise in the importance of listening and turning insights into action to increase satisfaction and brand loyalty.

Having two connected Communities has allowed them to capture not only member’s overall experiences but drill down at the market segment level. Due to the team’s success, there has been an increased demand from other departments to tap into additional market segments, leading to community expansion opportunities across our diverse member population.

Compared to traditional methods, the CX team has been able to conduct significantly more research in less time with lower costs, exceeding the demand for rapid-fire feedback. To date, Horizon has completed over 340 member engagements, with more than 140,000 responses, using community-driven research.