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Health plans are wasting valuable resources by looking solely to member engagement for improved relations. Members don’t want to engage with a health plan—but they also don’t always make the best decisions. Plans can lower medical spend and increase member satisfaction if they start focusing on alternative actions and potential outcomes.

We propose that instead of asking, “How can we engage members?” ask, “How can we change member behavior?” This relatively subtle change approaches member engagement from a change management perspective and brings new initiatives and goals into focus.


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