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Session: Customer Case Study

A Payer Evolution: How DAK went from Product-Focused, to Member-Centric

Date and Location

June 3, 2019, 1:30PM - 2:15PM
Chairman's Ballroom 361

Speaker(s)

  • Christoph Schiessl
    Managment Consultant
    Dynacon GmbH
  • Marcus Storbeck
    Project Leader of the DAKSale Project
    DAK

Healthcare payers have been slow to change, especially when it comes to interacting with members. Direct mail and calling campaigns were the status quo – offers pushed out in large batches, where the company controlled the conversation. But tech-empowered consumers and GDPR regulations have increased the stakes. Payers need to adapt, or risk becoming dinosaurs. In this session, the team at DAK will showcase how Pega Marketing helped them go ”member-first”– using Next Best Action to engage with digital content, and prioritize high-value conversations for their 12,000 member service team.