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Research reveals payers can build stronger relationships with digital

We surveyed 2,400+ health plan members to understand the digital tools and experiences they expect. Read our insights.

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Payers must use their industry expertise and experience to build loyalty, retention and value.

Payers must use their industry expertise and experience to build loyalty, retention and value.

Our latest member survey reveals where health plans are challenged to achieve adoption of and optimal returns on their digital investments. Learn what actions payers can take to build strong consumer engagement with digital.

 

  • Members have embraced the use of digital channels.
    • In 2020 members’ digital interactions via a website or mobile app were more than double those via traditional channels (phone, mail or in-person)  across demographics and coverage types.
  • Digital adoption rates are inconsistent.
    • Despite the overall preference for digital, the use of mobile apps, social media, and health plan websites remain low. Approximately 70% of members have not downloaded their health plan’s mobile app, 90% are not following their health plan on social media, and 45% are not registered on their plans’ member portals.
  • Payers can improve digital adoption rates among healthy members.
    • By providing wellness and health management offerings Payers can improve digital adoption rates among healthy members.  Among respondents, 23% said they have never interacted digitally with their health payer. Of those, 88% said they were in excellent or in good health.
  • Members expect payers to play a larger role in their overall health and well-being.
    • More than 45% of members are willing to share information from their health tracking devices with their payers and trust them to protect the information.  Payers have an opportunity to craft engagement strategies that drive real health benefits by addressing members’ wellness goals.

Ready to learn more?

Learn how Cognizant can help your organization meet changing consumer demands