September 13, 2021

Blue Relay Helps Communications Service Provider Improve User Adoption

Customer Success
Customer Success
Blue Relay logo on a Computer graphic


Managing communications for health plan members is a complex, risk-prone and expensive activity, regardless of whether the content is managed by the insurer themself or an outsourced service provider.  These challenges are amplified in healthcare communications, where large teams are often required to create, version, and finalize large complex documents such as ANOCs, EOCs, and EOBs.  

A large Communications Service Provider implemented Blue Relay as a module to their existing platform for defining and finalizing campaign content. Since implementation, Blue Relay has significantly reduced the complexity and effort associated with their content management outsourcing program. Blue Relay has also improved client satisfaction by shortening the time to content approval and reducing the total effort for campaign implementation.  

About Customer

Our client works with some of the largest Healthcare Insurance Providers in the United States and offers content management outsourcing for member communication campaigns.  

Their service platform includes the efficient creation and versioning of messaging content to meet the complex needs of differing plans, geographies and member segments, all while meeting CMS compliance requirements.   

The Challenge

Despite the significant efficiencies realized from a technology platform designed for this use case, the complexities of the versioning and regulatory requirements necessitates review and approval by stakeholders prior to release to the ultimate plan membership.

These review processes typically result in hundreds of discrete change requests (or more) and revisions prior to final release. In addition to the resource consumption and loss of client satisfaction created by multiple editing iterations, the process faces several common challenges:   


Detailed, Error Prone Information Exchange  


Tracking & Audit Requirements


Multi-Team Collaboration 


Lack of Visibility into Activity Completion and Workload 



The Solution

Indellient worked with our client to implement Blue Relay as a new module for their product.   Blue Relay provides a single solution where our clients’ customers can review and provide feedback on implemented content. Blue Relay collects and tracks hundreds of individual requests (adds, updates and deletes) on content from the key stakeholders within those customers’ teams.

Each input is automatically tracked and routed to the correct resources on our client’s team. This ensures that each client request is accurately addressed in a timely and accurate fashion in the minimum number of iterations.  

Blue Relay was used to track all documents, processes and people for some of their programs and it soon became apparent that they were The key solution elements driving this result and the specific benefit for each element include: 


Annotations, Comments and Forms
-> Request Clarity


Issue Routing
-> Timely Action & Resolution


Document Compare
-> Request Clarity


Issue Reporting
-> Management Visibility  


Audit Records
-> Meet Regulatory Reporting Expectations


Document Compare
-> Request Completion Verification

The Results

Following initial implementation, our client is now offering Blue Relay as a service option across its Health Care client base. The solution has become a key enabler of efficient content management for a high-value outsourcing offering. The results have included: 

  1. Client Usage, Revenue and Stickiness   

    Six unique customers have signed up for the service, driving additional revenue and integration.  The workflow support is expected to reinforce retention rates for client relationships. 
  1. SLA Compliance  

    Completion of approved communications programs has been accelerated. One major campaign during open enrollment was successfully completed 3 weeks ahead of schedule, in an industry where last minute campaign completions are common or even the norm. 
  1. User Adoption

    User adoption has increased by 400% from the originally intended user base. Client and user adoption is expected to increase significantly in the coming year.  
  1. Internal Usage

    The client has increased their internal usage reflecting the advantage of managing multiple functions and roles within Blue Relay. 

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