Despite the fact that there are more ways and digital channels than ever to target and reach regional, multilingual audiences, marketers face numerous challenges. Particularly in the medical industry where regulatory confines, a shifting and demographically diverse audience and the need to launch products rapidly are just some of the big challenges.
Here Ambre Chevalier, Industry Marketing Director at SDL, offers five ways that marketing teams across the Life Science industry can prepare for a digital future, support business goals and use their content in a way that truly engages with global audiences.
1. Timely communications are critical
Today’s Medicare marketer must ponder beyond the timely delivery of communications to meet open enrollment deadlines, and understand how to best serve an aging, connected population. With more than 15% of the population over 65 and that number increasing (Bresnick, 2019), we must examine how and what we are communicating to our target audience. The same report cites 51% of this demographic being at or below the literacy level, challenging marketers to think beyond traditional methods of communication. The question becomes how do we, as experts in the business of providing information to the industry, examine our methods of outreach to special populations, of varied communications and localization needs, of ever changing material preparation?
2. Open enrollment doesn’t have to hurt
In fact, every year annual enrollment presses down upon the industry, and every year there are more plans, more languages, and more numbers to comply with: 508, 1557, 504…and yet our teams remain the same or even shrink. Resources are constrained, and budgets are tight…but more is required to meet the population’s needs. It shouldn’t be this hard to provide care coverage.
And you are right; it doesn’t. Releasing your materials to members with Limited English Proficiency (LEP), as well as 504/508 compliance, shouldn’t drain your resources or your budget. The answer lies in maximizing your resources while minimizing exertion for your growing needs.
Managed care companies have all faced similar challenges in preparing for their deadlines while alleviating work for internal teams to focus on the business of member services. SDL has provided trusted advisor services and demonstrated how to deliver content, compliance, and language solutions to our clients with a 99.9% on-time delivery performance during peak enrollment season in over 120+ languages. For many of our clients, seamless 508 remediation into all languages follows, along with on-demand 504 services like large print and braille.
3. WCAG 2.0 compliance counts, too!
Compliance doesn’t end with 508 remediation, though. Web Content Accessibility Guidelines (WCAG) 2.0 covers a wide range of recommendations for making Web content more accessible.
Following these guidelines helps to make content more accessible to a wider range of people with disabilities. They also often make your web content more usable to users in general. Through the process of managing regulatory and administrative changes, companies and their customers can benefit from a better user experience, compliance, and more productive marketing outreach.
4. Certificate of Accurate Translation
Attestation is also important as The Centers for Medicare & Medicaid Services (CMS) require the provision of accurate, consistent, quality written translations of member informing materials essential to ensuring effective communication between Health Plans and its patients and enrollees. To continue the agency’s focus on improving patients’ access to health information, this key and critical component must be attested to being committed to providing translated Vital Documents to enrollees in threshold languages as required by state and federal requirements. By focusing on this personal patient engagement to reduce the time and cost required of providers to comply with the programs’ requirements, CMS is offering a much needed enhancement in quality to the industry.
However, Health Plans must establish quality standards and processes by which departments can request written translations from preferred vendors with confidence that the documents will be translated accurately with consistent terminology and phrasing. As such, Health Plans can only use qualified translation professionals to translate, edit and proofread member informing documents. This requires an organization to manage language and content needs across a diverse population, enhanced with artificial intelligence to reduce resource burdens.
5. Don’t worry, SDL has you covered for Open Enrollment
SDL is proud to attend and share with Medicare marketers how to protect your STAR ratings by delivering flexible content to meet the timely delivery of mandated communications for open enrollment. We understand the challenges you face in mastering the growing volume and velocity of content required for positive member experiences, and SDL has been helping companies like yours for over 25 years. We can streamline and simplify your translation and 508 compliance requirements, and make it a painless process that makes your operations run better, and your members happier.
So, take a deep breath, let’s get ready for this season together. Start by asking, “Do I want this year to go better than last year?”
If you’d like to meet to discuss how to increase your enrollment efficiency, please click here.