That is the big shift that wipes out all the noise and confusion-it can sound so great that maybe it is hard to believe. And, if we can bring all these different services together in an organized, coordinated way, then this becomes more than care, and trends into being about the value of membership as well. That flexibility is what consumers want but they also want simplicity, and the convenience enabled by online care. You have to assure people that they aren’t being handed off to a robot, it’s still a team of doctors and clinicians talking to them in human ways through all these new channels. Let’s face it, although being online is a massive part of people’s lives these days, it is out of most people’s experience to access care online. Sure, we will always offer great care, but what is really unique here are the care teams, the relationships, the multiple care channels, and just how it all comes together that is so different. It’s not a simple task, but I have been given both the mandate and the freedom to figure it out. How do you cut through not only the competitive claims, but the skepticism of potential members?Ī lot of it is about educating the healthcare consumer as I mentioned before. One of the challenges Crossover has faced from the beginning is that the promise seems too good to be true. In this interview she speaks about her plans to engage a new generation of healthcare consumers as the company scales throughout the country. Amy Chen is Crossover’s VP of Marketing and as we discovered in Part 1, brings a wealth of experience to the role.
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