Article Summary
How a health plan reduced member disenrollment during a rate increase — by calling members before the bad news arrived.
Rate increases are one of the highest-risk moments for member disenrollment. Rather than waiting for members to react, this plan used proactive outreach to get ahead of the message — and for the highest-risk members, skipped the rate conversation entirely, leading with wellbeing check-ins and member appreciation calls to reinforce the relationship before it was tested.
Proactive rate increase outreach
High-risk member calls first
Wellbeing + appreciation focus
Disenrollment reduction goal
Relationship-first strategy
Health plan retention
Challenge
- Decrease member disenrollment from prior year, despite the message of rate increases.
Solution
- Conducted targeted outreach calls to proactively inform members of the upcoming rate increase.
- For those at the highest risk of disenrollment, an outreach call was made in advance regarding general wellbeing and member appreciation.