July 3, 2013 | By 

While the future success of the mobile healthcare industry hinges primarily on adoption and acceptance of technology among providers and consumers, the role of payers is growing increasingly important, as well. With that in mind, insurance companies need to approach diving into mHealth very carefully, according to Paul Nutting, divisional vice president of customer experience with Chicago-based Health Care Service Corporation, and Anoop Bhogal, director, information services and relationship management at Philadelphia-based Independence Blue Cross.

Speaking on the recent FierceHealthPayer webinar “Establishing a mobile strategy for your health plan,” Nutting and Bhogal talked about how their respective companies meticulously evaluated the consumer landscape prior to their initial mobile ventures. HCSC, in particular, focused on relevancy, according to Nutting.
“We decided that our strategy wasn’t about a big PR splash,” Nutting (right) said. “We really wanted to make sure we were delivering relevant capabilities through a relevant medium that the largest portion of our customers would be able to use and get value from.”

Sign up for our FREE newsletter for more news like this sent to your inbox!According to Nutting, that involved first dividing consumers into three types of users: power users, casual users and non-users. Power users, Nutting said, are those customers who use mobile devices to perform a majority of their daily tasks, while casual users only user their devices for checking email and occasional web browsing.

Read more: Payers meticulous in building mHealth strategies – FierceMobileHealthcare
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