Simplifying Health Plan Tech a Case for User Experience
Health plans have been told they need to create a consumer experience similar to that of Amazon. Not an easy task. Amazon is a company that was born online and uses a range of tools and platforms to create one-stop shopping. And online shoppers have come to expect a branded experience through a single portal that gives them easy access to everything – pricing, reviews, product descriptions, etc. to meet all their shopping needs.
Health plan members though, may not be ready for that kind of revolutionized experience for having their healthcare needs met. They may be just fine with their insurer getting the basics right first. A quick study completed by PwC’s Strategy& posted in June on strategy+business of 500 consumers asking them to provide relative rankings of 15 technology-enabled features they wanted from their health plans, demonstrates how simple healthcare users’ preferences are right now for insurer provided technology.
According to the survey, here’s how consumers ranked technology tools they would like from their health plan:
Most Desired
- Out-of-pocket cost estimator
- Online or mobile access to health records
- Mobile post-care instructions and follow-up notifications
- Ability to schedule provider appointments online
- Central payment portal to health plans and providers
Good to Have
- Telehealth visits
- Medical cost predictor based on electronic medical records
- Personalized health and wellness analysis
- Life potential and health risks simulator
- Transparency tools with reviews and rates for quality
Not as Important Now
- Online patient financing consultation
- Incorporate wearable data into health records
- Get wearable devices from health plans
- Interactive tools for self-diagnosis
- Health and wellness goals management agendas
Consumers want tools that provide utility and transparency that can create a streamlined process for them. In fact their preference for a better, more streamlined experience is further emphasized as 97% of respondents said they would share personal health data and non-sensitive information if it would enhance their care. This thought process also explains why about 50% said they want to involve both insurers and providers in their healthcare. They’re ready for a pain-free process.
Now it’s health plans turn to capitalize on the opportunity to master a few important functions that can give their members convenience, and ease the friction of some frequent healthcare related activities. As the article notes, health plans may want to take a page out of the banking industry and move along a gradual scale of technological advancement, building consumer engagement every step of the way. It shouldn’t be forgotten that online banking has been around since the early 2000s, yet it took time to catch on. Banks were patient and continued to perfect the experience before introducing mobile banking.
Clearly for health plans, investing in technology that improves capabilities centered around cost, transparency, and convenience is a smart decision. Moving beyond this initial investment will require following a carefully developed strategy that is in alignment with who they are today and the value they want to deliver on in the future.
