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Common Approaches to Member Retention by Health Insurance Plans are Ineffective, New Study Shows
Date:3/2/2009

Most Health Plan Members Drop Coverage for multiple Reasons; Integrated Retention Strategy and Senior Management Commitment Are Necessary to Reduce Disenrollment and Improve Balance Sheet.

Orlando, FL (Vocus) March 2, 2009 -- Market research conducted on behalf of ConnextionsHealth provides both good and bad news for health insurance providers. The good news: properly managing member disenrollment delivers a significant, positive impact on net enrollment and revenue generation. The bad news: member retention is increasingly difficult for health plans to achieve, and most plans are doing it poorly. A host of economic factors are currently driving unprecedented membership losses at most health insurance plans.

Results of a proprietary study conducted by a leading management consulting firm show:

o   Two-thirds of members in individual health insurance plans have multiple reasons for leaving; these include 6 broad categories, 32 subcategories and nearly 300 distinct root causes for dropping coverage.

o   Root causes of member disenrollment vary widely, based on factors such as plan type, geographic region, sales channel, and most notably a member's tenure with the health plan - which can be identified and addressed by specific stages in the member lifecycle.

o   Traditional phone-based campaigns to capture and analyze disenrollment reasons are ineffective. Exit interviews that lack clear focus and tenacious questioning regarding root causes do not provide health plans with meaningful insight into disenrollement.

o   The majority of disenrollment drivers are controllable. But success in member retention involves sophisticated research into disenrollment drivers; careful design of proactive and reactive retention initiatives; and most importantly, a sustained commitment to member retention fro
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