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Tag Archives: Insurance

Use these video tactics to market your health insurance offerings

By 2019, 80 percent of all Internet traffic will be devoted to video. Adweek has proclaimed online video the “future of content marketing.” Although many health care marketers are already onboard with this powerful marketing trend, others are still hesitating—and missing out on opportunities to reach prospects and engage members.

We’ve identified seven areas where health insurers can benefit from use of video content in their marketing strategies:

1. Highlight products and benefits

Health care marketers should use video to educate members and prospects about detailed products, unique benefits and essential services. To show how insurers’ plans are a good fit for members and prospects, video can offer website tours, promote mobile apps and highlight member discounts and perks. In addition, video can help explain—and simplify—more complex features like medical savings accounts.

For example, when Uber and UPMC teamed up during open enrollment for a promotion to raise awareness about distracted driving, they offered free rides for members. The health insurer used video to announce the promotion and explain how to take advantage of the perk:

2. Improve consumers’ health literacy

Many common insurance terms are difficult to understand. For those not familiar with industry jargon, these phrases can sound like a foreign language. Since video makes educational material easier to digest, it’s a great way to explain subsidies and EOB statements, demonstrate how an HSA works or walk a member through Medicare 101.

In this video series, for example, Highmark teaches consumers about the basics—or ABCs—of Medicare:

3. Address health care challenges

There is no shortage of health care challenges facing consumers today. From costs and access to care to health crises and epidemics, members are turning to insurers for answers and support. Because some content may be sensitive in nature, video offers an approachable way to respond, while communicating key brand positioning and messaging on topics that really matter to members and communities.

Here, Aetna President Karen S. Lynch uses video to discuss the country’s opioid epidemic. In doing so, she is able to highlight Aetna’s behavioral health business and talk about substance abuse care as a top priority for Aetna:

FREE DOWNLOAD: How to manage online patient feedback and brand reputation

4. Promote wellness

Health and wellness programs play an integral role in members’ physical, mental and emotional well-being, but getting them engaged and keeping them motivated in such programs can be difficult. Video makes it easy to share healthy eating and fitness tips, cooking instructions and training schedules. It’s a compelling tool for communicating key messages, advocating for adoption of healthy habits, teaching best practices and inviting members to participate in wellness programs.

Blue Cross Blue Shield of North Dakota’s wellness program is marketed as a more holistic approach to pursuing all dimensions of health and well-being. This video shows the inspiration behind the insurer’s BlueElements wellness program:

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5. Provide assistance

There can be a learning curve as members become familiar with new health plans. When assisting them, it’s important to offer explanations that are easy to access and to understand. Video is an effective way to answer the questions your members might have about how to enroll for services or how to use an insurer’s app. As a “show and tell” technique, video saves time and resources for insurers and can be an easier way for members to get up to speed.

In this short video, Cigna offer “tips and tricks” on how to get the most out of its myCigna mobile app. Simple animation and voiceover break down the basics (like how to download the app and use the fingerprint login) and describe the app’s key benefits of helping members compare costs, track claims and find doctors right from their fingertip:

6. Offer health education

Consumers who are informed about their health have better health outcomes, so it makes sense for a health insurer to provide members with valuable health-related advice. Studies show that health education videos keep members more engaged and active in their care. Videos featuring providers and other health experts are valuable resources for members looking for condition-specific tips, explanations about procedures and reasons to complete health screenings.

“My left arm went numb, and soon after that my right arm went numb,” begins Chris Torizzo, a Kaiser Permanente member and employee, in this video designed to help women recognize heart attack symptoms. It combines Chris’ story with expert commentary from a cardiologist:

7. Amplify your brand

In addition to its consumer benefits, video content also has value from a brand perspective. It can be used to promote events, showcase brand ambassadors, highlight a facility or location and spotlight employees and goals.

It can also be used as a recruitment tool, as with Oscar’s “Ready to join the revolution?” video. In it, Oscar promotes the perks of working for the health insurer and directs candidates to its recruitment website:

David Schultz is president and founder of Media Logic . The original version of this post can be found here .

HealthCareCommunication.com

Price promises access, but not insurance for everyone

Rep. Tom Price (R-Ga.), who President-elect Donald Trump chose as his nominee for HHS secretary, also said he did not use legislation to benefit healthcare companies in which he has invested.
Modern Healthcare Breaking News

Mercy Health’s surplus wanes in aftermath of health insurance exit

The operating margin at Mercy Health, the largest health system in Ohio, fell to a slim 0.9% in the first half of this year. Higher labor expenses and the residual effects from a divested insurer hurt the not-for-profit Mercy.
Modern Healthcare Breaking News

Opioid addiction treatment argued as ‘essential’ insurance benefit

Physicians, social workers and consumer advocacy groups are putting pressure on the CMS to require all health plans sold on the federal exchange to cover medications used to treat people with opioid addictions.
Modern Healthcare Breaking News

Review shows feds misstated Arizona insurance co-op results

A federal government analysis that said Arizona’s health insurance co-op had gotten just a fraction of its projected enrollment last year missed thousands of signups and incorrectly showed the state not-for-profit set up under the Affordable Care…
Modern Healthcare Breaking News

Quality and control, not choice, is what insurance customers want

Health insurers are trying to figure out what makes consumers tick as the market increasingly becomes a direct-to-consumer business. But new surveys suggest that some of the previous ideas have been misguided.
Modern Healthcare Breaking News

Democrats see skimpy insurance as the next healthcare issue

A different healthcare issue has emerged for Democrats, in sync with the party’s pitch to workers and middle-class voters ahead of next year’s elections.
Modern Healthcare Breaking News

Trends in Health Insurance Costs

Healthcare reform regulations, increasing costs, and more competition are driving employers and their health plans to focus more than ever on opportunities to reduce cost trends. For example, the country experienced a 3.0% growth in per capita gross (allowed) medical and pharmacy costs from 2012 to 2013. Truven Health Analytics anticipates those costs in 2014 and 2015 will increase by 4% to 5% or more. By taking a data-driven approach, payers can manage costs and, ultimately, make their benefit programs sustainable in the context of healthcare reform. They can also maximize opportunities to improve population health and productivity and optimize the delivery of care.

HealthLeadersMedia.com – HealthLeaders Magazine

Healthcare Reform: Will I Get Free Health Insurance?

Many folks want to know if they will get free health insurance in 2014. For most of us, the answer is no. Watch this video and then visit http://www.Healthca…