Priority Health is gaining insights into which members are most vulnerable to contract COVID-19.
Based on predictive analytics, Priority Health delivers custom messaging to members, and the company’s registered nurse care managers connect with high-risk members to engage them in personalized interventions that can help them stay safe in the current environment.
“We work closely with our members throughout the year, and we learn a lot about them and their unique health journey,” said Nate Foco, vice president of marketing for Priority Health. “Our team is able to review this information, alongside other demographic and population health statistics, to determine who may be at higher risk and send them a custom message and recommend next steps based on their situation so they can take appropriate action to protect themselves.”
The data-driven approach enables Priority Health care managers and concierge services to deliver communications and support to its members based on recommendations from the Centers for Disease Control and Prevention. The CDC warns people with chronic pulmonary disease and asthma may be at a higher risk of getting very sick from COVID-19.
People with diabetes also are at higher risk, however, the recommended precautions for these individuals would be different than those with asthma. Priority Health can identify and deliver custom messaging to members with these chronic conditions and others, sharing the recommendations that would be most appropriate for each individual.
To ensure high-risk members are receiving critical information, Priority Health also is using data to predict the likelihood of what communication channels a member is most likely to respond to.
“We know that our members are receiving a lot of communications right now related to COVID-19, so we want to make sure that our outreach is personalized and relevant but also delivered using the channel our members prefer so we know they’ll get the information they need,” Foco said.
Priority Health is increasing the availability of a variety of specialty staff to answer member questions and provide additional support. Priority Health’s concierge and care management teams are proactively contacting members to ask how they’re doing and make sure they have access to their medications and virtual care.
Many members also have direct access to a care manager to provide personalized support for their care needs by simply calling the number on the back of their membership card.