In a world where health systems and pharmaceutical manufacturers have accepted the need to meet consumers where they are, health plans cannot afford to sit on the sidelines. From telemedicine and mobile health to connected technologies for symptom management, consumers are demanding a more personalised, digitalised and connected healthcare experience.
The need for digitalisation in the healthcare industry reflects a larger societal trend. Ninety-one percent of consumers are connected, with digital technologies touching all aspects of their lives.
Across industries, 90% of individuals are willing to share their personal information in exchange for greater personalisation and more value. And yet, despite this digital connectivity, fewer than 40% of consumers are engaging digitally with their health insurance carriers. And, although 80% of payers invest up to 1/3 of their health IT dollars to improve customer experience, 72% of consumers say their engagement experience hasn’t improved – or has gotten worse – over the past two years, according to a study commissioned by Change Healthcare.
Since so many health plan members worldwide are dissatisfied with their service providers, there is a real possibility that consumers will turn to newer models or buy health insurance from noninsurance companies. Therefore, payers should take advantage of the opportunities that digital connectivity presents to enhance the customer experience through better understanding of patients’ preferences and health challenges, as well as the plan offerings and service qualities they value most.
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