Challenge 

Solve for a top 3 customer pain point (negatively effecting millions of patients and providers across the country and damaging customer trust) by improving and refining enterprise messaging around prior authorization.

Strategy 

Build specialized team and create content strategy frameworks for multiple touchpoints across the enterprise. Conduct and leverage extensive user research. Develop and deploy recommendations at scale. Collaborate across departments (Marketing, Clinical, Business, etc) to ensure continuity, align synergies and decrease implementation redundancy.

• • Focus on clear, empathetic, simple messaging to improve clarity of term "prior authorization" and build and maintain customer trust as their trusted provider.

  • Meet the user where they are through education to improve understanding of prior authorization process from a user perspective and resolve common customer blockages within the prior authorization process.

  • Break big topics down to decrease cognitive load and help the user understand next best actions.

Project management (5 quarters) to ensure consistency in messaging across channels and digital enterprise:

• Act as point of contact SME for prior authorization messaging content strategy.

• Advocate for transparency and simplicity in user messaging to empower patients with education around the PA process. 

• Consult with cross-functional partners over the long term.

Value 

• Reduced help center calls by 35%. 

• Increased traffic to relevant pages by 45%. 

• Increased positive customer feedback.