Blue Cross and Blue Shield of North Carolina will expand its usage of its SAS analytics and automation platform to increase customer engagement.

Blue Cross and Blue Shield of North Carolina (BCBSNC) consumer engagement program is intended to help members get and stay healthy, navigate the health care system and make use of the health-related benefits they can access as BCBSNC customers. The program will focus on preventive care, provider selection and cost of care awareness, SAS said.

“Better understanding our customers means communicating with them in the way they prefer, be it text, e-mail, or Internet,” said Shawn Sullivan, BCBSNC director of marketing. “Analytics play an important role in accomplishing this. The insights we glean will enable us to share information with customers in a way that truly empowers them to make better decisions and to take control of their own health care.”

See also: CNA Saves $7.5M Through Analytics-Based Fraud Detection 

BCBSNC’s platform incorporates consumer-level analytics in an automated consumer-engagement system, SAS said, which includes a variety of communication channels and real-time engagement with customers, which is intended to help BCBSNC better understand how and when consumers want to receive information about health care, how they use the information and how to improve customer experience while improving member health and satisfaction with BCBSNC’s services.

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