A healthcare company gets “nearly 100% match rates” with Smarty’s address data quality

This healthcare company, based in North Carolina, is a leading health insurance provider, serving a diverse range of customers across multiple market segments. From individual users to large groups and even enterprise-level policies, they support millions of members by leveraging cutting-edge technology to enhance their digital strategy.

The challenge: Difficulty managing accurate address data across sales and member applications

Previously relying on a vendor that used USPS databases, the organization encountered limitations in address data accuracy and functionality. With multiple applications—including self-service tools for individual and group market segments—ensuring a seamless user experience was paramount.

Inaccurate or incomplete address data created roadblocks, delayed processes, and increased customer dissatisfaction.

Additionally, they needed a solution that could scale across their diverse applications and provide real-time updates for new developments and subdivisions. During peak times, such as open enrollment, they also required a system capable of handling high volumes of address lookups without performance degradation.

The solution: Smarty’s innovative address validation and autocomplete APIs

In 2019, this healthcare company began evaluating Smarty’s address validation solutions.

Despite initial reservations about transitioning from their existing vendor, the organization’s technical and analytical teams rigorously tested Smarty’s APIs. The evaluation included:

• Accuracy Testing: Validating address data quality across all 100 counties in North Carolina and out-of-state addresses.
• Performance Testing: Simulating high-traffic scenarios with thousands of simultaneous address lookups.
• Scalability: Ensuring the solution could integrate seamlessly into both self-service and agent-driven applications.

The results: Smarty’s solutions delivered measurable improvements across key areas

The results demonstrated Smarty’s ability to meet and exceed the healthcare company’s stringent criteria for accuracy, speed, and scalability. By 2020, the company fully implemented Smarty for address verification and autocomplete across their sales tools.

The healthcare company adopted a phased approach to integrate Smarty’s solutions, starting first with a sales applications approach. Initially, it was deployed as a self-service tool for individual and group market segments. Smarty’s APIs streamlined the quoting and enrollment process by providing real-time address validation.

The next phase was rolled out for sales and broker-driven applications. The company expanded their Smarty usage to broker-facing tools, enabling agents to efficiently create leads and enroll customers with accurate address data.

With Smarty's tools available to all users, the healthcare company decided to centralize their license structure to enhance manageability. Their enterprise services team centralized Smarty’s API keys. This innovative many-to-one relationship allowed all applications to access Smarty’s services through a single, centralized system, reducing complexity and improving scalability.

Finally, in 2023, they began extending Smarty’s capabilities to membership maintenance modules, supporting address updates and family member additions.

Overall, Smarty’s solutions provided this healthcare company with these benefits:

• Enhanced accuracy: Match rates improved from 92-95% to near 100%, resolving previously unseen gaps in address data coverage.
• Improved user experience: Customers and agents benefited from real-time address autocompletion, reducing errors and enabling faster transactions.
• Operational efficiency: No internal or external noise about address data quality issues was a great indicator of the APIs doing their job and making operational efficiency climb.
• Scalability: During peak periods, such as open enrollment, Smarty’s system handled high volumes without any performance issues.
• Cost savings: Transitioning to Smarty’s cloud licensing model provided unlimited lookups, eliminating redundant vendor costs and optimizing budget allocation.

Their Manager of System Support Services praised Smarty’s customer support and technical expertise:

“We value our partnership with Smarty. Their team’s prompt and knowledgeable support has been instrumental in our success. Smarty’s solutions have significantly enhanced our digital strategy, and they are now one less vendor we have to worry about. Keep getting smarter; stay smart!”

Looking forward

This healthcare company plans to further expand Smarty’s integration into their member applications, which serve over 5 million members. By leveraging Smarty’s advanced capabilities, they aim to continue delivering exceptional service and ensuring accurate, efficient address management across all customer touchpoints.

Smarty helped this healthcare company address critical address data quality challenges, enhance user experiences, and optimize operational efficiency.

What can Smarty do for you? Learn how Smarty helps healthcare companies like yours.