Variable Data Printing: Improving Member Communication

In the competitive world of health insurance, effective communication is the way to build trust, improve member satisfaction, and drive engagement. Yet, many providers struggle to deliver personalized messages that resonate with their members. That’s where Variable Data Printing, or VDP, comes in. By implementing VDP, health insurance providers have the ability to transform their communication strategies in ways that ensure every message is tailored to the individual member’s needs and preferences.

What is Variable Data Printing?

Variable Data Printing, also termed VDP, is a recent development within digital printing and enables personalized mass printing. Instead of having an entirely identical print every single time, like one traditionally would, the use of VDP allows one to place data from a database of dynamic data in personalized items targeting the recipient specifically.

How Does Variable Data Printing Work?

• Integration of Data: Feeding members’ specific information into the printing system, comprising the names, demography, or plan details.
• Dynamic Customization: Text, images, and graphics are altered in real-time at the time of printing to match the profile of the recipient.
• High-Quality Output: Regardless of the level of variability, VDP ensures professional-grade printing quality.

Examples of VDP Applications

• Personalized letters addressing members by name and including their specific policy details.
• Customized wellness program invitations featuring relevant services based on the member’s age or health history.
• Custom postcards containing personalized QR codes linking members to their account or online resources.

Benefits of VDP for Health Insurance Providers

1. Personalization: Tailoring Messages to Member Demographics

• Personalized communication lends a personal touch. In this way, providers are able to craft messages that are relevant to the individual members and thus can:
• Address specific concerns, such as explaining benefits for chronic conditions.
• Highlight plan features that align with the member’s lifestyle or life stage.

For example, a young professional might get information on high-deductible plans with health savings accounts, while families might be pitched options boasting comprehensive pediatric care.

2. Engage Members More Effectively

• Members are more likely to engage with communications when they feel the communications relate to them. VDP enables providers to:
• Increase open and response rates in direct mail campaigns.
• Encourage involvement in wellness programs by highlighting custom incentives.
• For instance, a member with a history of managing diabetes could be invited to enroll in a program that offers free consultations with a dietitian.

3. Cost Efficiency

• Targeted messaging reduces waste by making sure only the relevant information will reach the recipient. This:
• Reduces printing costs by focusing on the most impactful materials.
• Decreases the likelihood of irrelevant messages being ignored or trashed.
• Case studies have shown that targeted VDP campaigns often yield a higher return on investment as compared to mass, untar­geted mailings.

Use Cases of Variable Data Printing in Health Insurance

1. Personalized Policy Updates and Explanations of Benefits (EOBs)

• Insurance documents can be confusing; however, VDP helps simplify these documents by:
• Highlighting key details pertaining to individual members, such as deductibles or out-of-pocket maximums.
• Side-by-side comparisons of plan options at renewal periods.
• This clarity cuts down member frustration and increases satisfaction with the insurer’s services.

2. Targeted Wellness Program Invitations

• VDP allows health insurers to promote wellness initiatives with efficiency by:
• Sending personalized invitations for fitness classes, vaccination drives, or chronic disease management programs.
• Including personalized benefits, such as discounts or rewards for program participation.
• For example, it may send one about free flu shots to a senior member and another about a local yoga class to a younger member.

3. Open Enrollment Reminders with Personalized Plan Suggestions

• VDP can make the choice easier at open enrollment by:
• Sending personalized reminders of plan options, considering the member’s usage history and preferences
• Mentioning changes in coverage or new benefits relevant to each recipient.
• This targeted approach ensures that the members feel informed and empowered to select the right plan.

How to Effectively Use VDP

1. Tips for Data Collection and Segmentation

The success of a VDP campaign is all about accuracy in data. Here’s how to get it right:

• Gather Actionable Data: Collect information about member demographics, health histories, and service usage.
• Segment Your Audience: Segment members based on age, location, health conditions, or other relevant criteria.
• Prevent Data Errors: Update and verify the information on your members’ list to avoid data inaccuracies.

2. Choose the Optimal Print Partner for VDP Capabilities

Finding a qualified commercial printer for VDP is no small task, so it will be important that a provider be selected that:

• Focuses on VDP technology and has demonstrated a successful history of VDP executions within healthcare communications.
• Provides full-service, integrated services ranging from design to print to mail.
• Meets rigid standards for the security and privacy of sensitive data of its members.
• A good partner will make your materials look great, be professionally produced, and arrive on time.

The basis of member satisfaction in health insurance is effective communication. Providers can use Variable Data Printing to communicate in a personalized, engaging manner that resonates with members in a cost-effective way. From targeted policy updates to invitations for wellness programs, VDP redefines how insurers communicate with their audience.

Ready to take the leap into the next step in member communications? Contact us today to find out how our Variable Data Printing solutions can help you enhance your relationships with members and bring better results for your organization.