Rules Based Communications

After working with data warehouses, configuration engines, and workflow management systems, I’m a big believer in embedding rules into a process. Communications is no different.

Let’s look at a few rules:

• Don’t communicate with someone more than X times per week.
• Don’t call these people.
• Use Spanish for people with that language preference.
• Send a text message to people who have provided their mobile number and opted in to the program.
• When applicable, use a preferred method of communication for reaching out to someone.
• If a caregiver is identified and permission is on file, send the caregiver a copy of all communications to the patient.
• Call the patient if the amount being billed for their prescription is greater than $75.
• For patients between these ages, use the following messaging.
• If the patient hasn’t opened the e-mail after 48 hours, then call them.
• For clinical information, use this channel of communications.
• For John Smith, only call them on Tuesdays between 5-6 pm ET.
• For Medicare recipients, use this font in all letters.
• For Hispanic consumers, use this particular voice in all call programs.
• If the patient doesn’t respond after two attempts, send a fax to their physician.
• For patients with an e-mail on file, send them an e-mail after you leave them a voicemail.
• For patients who are supported by Nurse Smith, only call them when she is on duty and use her name in the caller ID.

I could go on. But, the point is that communications, like healthcare, is a personalized experience. We have to use data to become smarter (historical behavior, segmentation, preferences). We have to use customization to create the right experience. AND, probably the most difficult thing for lots of companies, we have to coordinate communications across modes (i.e., e-mail, direct mail, SMS, automated call, call center, web).

Ultimately, I believe consumers will get to a point where they can help set these rules themselves to create a personalized profile for what they want to know, how they want it delivered, and ultimately provide some perspective on how to frame information to best capture their attention.

To learn more, you should reach out to us at Silverlink Communications.