Paul Long has been appointed Chief Consumer Experience Officer at Blue Cross Blue Shield of Massachusetts (BCBSMA) to enhance consumer interactions. Long’s responsibilities include refining member services, aiding Medicare enrollees, and managing appeals. His experience in managed care equips him for the role, of overseeing strategies for improved healthcare access and cost reduction. BCBSMA aims to elevate member satisfaction, addressing challenges highlighted by a recent study on health coverage approval rates. Long’s mission aligns with BCBSMA’s commitment to exceptional consumer experiences.
Paul Long has been appointed by Blue Cross Blue Shield of Massachusetts (BCBSMA) to lead as the Chief Consumer Experience Officer for the nonprofit health plan. BCBSMA made this announcement last week, entrusting Long with the responsibility of refining the consumer journey and interaction.
In his role, Long will oversee a comprehensive strategy incorporating insights from market research and data sourced from Blue Cross’ service centers. His responsibilities encompass training BCBSMA’s staff in optimal approaches for delivering exemplary services to members, accounts, and providers and extending support to Medicare enrollees. Additionally, Long will focus on equipping the team to effectively manage appeals and grievances. He succeeds Tonya Webster, who departed from the position in July 2022.
Long communicated to Fierce Healthcare via email that his mission involves aiding the insurer in “adopting best practices that revolve around crafting a seamless and effortless experience for BCBSMA’s most valuable asset—the individuals they cater to—as they navigate their overall health and well-being.”
In this capacity, his objectives encompass enhancing healthcare accessibility, mitigating costs, and fostering improved health outcomes. Furthermore, Long articulated his intention to “set the strategic direction and provide complete oversight for all member, provider, and federal service functions conducted within BCBSMA.”
Notably, Michael Millenson, a globally recognized expert in quality and care, highlighted the uniqueness of Long’s responsibilities. Millenson expressed curiosity about the extent to which this role’s duties conform to a standard framework and whether nonprofit plans hold greater influence compared to for-profit counterparts.
In a press release, Long acknowledged, “Blue Cross’ dedication to its mission and its emphasis on delivering an unparalleled consumer experience is truly exceptional.”
Drawing from his extensive experience in managed care, Long previously served as Senior Vice President of Product and Consumer Experience at Premera Blue Cross. Before that, he held diverse roles at UnitedHealth Group for over a decade, contributing to the inception of customer experience initiatives.
BCBSMA’s CEO, Rich Lynch, lauded Long’s track record in enhancing and revolutionizing customer experiences, emphasizing his role in ensuring that the organization emerges as a reliable ally to its members.
Beyond his involvement with health plans, Long also serves on the board of directors for M2H, a nonprofit organization dedicated to enhancing men’s mental health and well-being. He holds the position of Board Chairman and is an active member of the nominating and governance committee.
Amidst a landscape where member satisfaction with health plans remains challenging to attain, BCBSMA’s emphasis on this aspect becomes significant. A recent study by HealthEdge unveiled that slightly under 45% of more than 2,800 insured individuals expressed satisfaction with their health coverage. While 66% of respondents voiced trust in their insurers over government or nontraditional payers such as Amazon or Walmart for administering benefits, 40% attributed the high cost of insurance to health plans.
