I’ll admit it — I rarely pick up the phone if I don’t recognize the number, and most of my mail ends up in the trash. Like many people, I’m pressed for time and constantly filtering out noise. If something doesn’t feel relevant or personal, I tune it out. That’s why tailored outreach matters. It’s not just about getting a message out; it’s about making it feel worth someone’s time to engage. Outreach can no longer rely on a single channel — often a phone call or mailed letter — and a generic message. While well-intentioned, these tactics often miss the mark. Members ignore the call. The letter goes unread. The opportunity to make a meaningful connection is lost.
Today’s Medicare Advantage members are diverse. They speak different languages, use technology, and have different preferences for how and when they want to engage their health plans. Gone are the days when the majority of older adults didn’t access the internet or have a smart device, which provides ample opportunity for health plans to reach their members in new ways. A one-size-fits-all approach will no longer work to engage this technologically literate and yet skeptical population.
Relying on a single outreach method risks alienating or overlooking members who don’t use that channel. It also limits the ability to tailor messages based on a member’s unique circumstances, such as their health status, social needs, or comfort level with navigating the healthcare system. At a time when member concerns about scams are at an all-time high, it is important that plans do everything they can to build member trust and keep an active conversation going with members.
Building Trust Through Multi-Modal Outreach
Multi-modal strategy incorporates multiple touchpoints such as live phone calls, SMS feeds, emails, and regular mail, to reach members when and how they want. Today’s outreach has to be about more than communication; it has to be about meaningful communication. Members are wondering more and more about what they should be getting out of these communications. When outreach is tailored to the member’s needs and preferences, it feels less like a campaign and more like a friendly conversation. That shift builds trust, especially when members realize the person reaching out is truly trying to help.
As an example, a member living with multiple chronic conditions may respond best to a phone call from an advocate who can answer questions and offer real-time support. A younger member with a disability may prefer a quick text message. Someone struggling with the cost of daily living may be more open to engagement when the message focuses on cost-saving benefits like Extra Help or Medicaid.
Tailored Outreach = Better Outcomes
Personalized, customized outreach has a direct impact on member behavior and health plan performance. Members are more likely to complete Health Risk Assessments, follow through on preventive screenings, and access the services they need when they feel seen and supported. At BeneLynk, we see this in action every day. Our approach blends data-informed strategy with compassionate, one-on-one advocacy that speaks to their real-life challenges. Our advanced technology allows us to accurately target members who may benefit from outreach, reducing the amount of member abrasion that may occur from sending out broad, impersonal messages that may not be relevant to the member. Furthermore, we can build tailored campaigns that deliver customized messages to the specific member populations you identify.
The Path Forward
If your current outreach strategy relies on a single channel or sends the same message to every member, it may be time to rethink your outreach strategy. A multi-modal, personalized approach isn’t just a best practice; it’s becoming the expectation. In a recent case study published by BeneLynk, a multi-modal outreach campaign for one of our regional health plan clients saw an engagement rate of 46.4%. This exceptional level of engagement underscores the effectiveness of personalized outreach strategies in eliciting responses. Some of our Veteran Lynk clients have seen even higher engagement rates, exceeding 60%.
Health plans that lead with empathy, adapt to member preferences, and invest in customized engagement will be better positioned to drive action, improve outcomes, and create lasting connections with the people they serve.
Want to see what a personalized outreach strategy could look like for your members? Reach out to us today at sales@benelynk.com!