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Perspectives

Guiding Principles to Satisfy the Growing Digital Appetite of U.S. Health Insurance Members

2018-10-10


The hunger for all things digital by U.S. health insurance members, such as their willingness to share data and heightened demand for empowering self-service capabilities, present a compelling case for payers to catch up. We recommend a set of guiding principles to move forward by digitally transforming the front office.

Our 2018 biennial survey of 2,400 members of U.S. health plans revealed their growing demand for digital across all demographic groups. While web still dominates as the top digital channel, preference for other digital channels is rapidly growing. Health plan members are increasingly embracing mobile and social channels, as well as wearables. They have shown marked preference for self-service capabilities indicating their willingness to be empowered.

Digital paradigms survive and thrive on data whose availability depends on the willingness of consumers to share. The survey shows members’ increasing willingness to share their health data.

Members’ growing digital appetite should be viewed as a compelling case for payers to embrace digital strategies in order to successfully engage and delight customers. In the following info-graphic, we recommend a set of guiding principles to enable payers digitally transform their front office and satisfy the demands of customers.

To learn more, please read “Extending the Case for Digital: Health Plan Members Speak,” or visit the healthcare section of our website.

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Guiding Principles to Satisfy the Growing Digital Appetite of U.S. Health Insurance Members