Health Insurance Carriers Must Prioritize Digital Engagement

Fadi Agour is CEO of RPM, a leading performance marketing agency connecting high-intent consumers with leading brands.

My performance marketing company works with a lot of insurance carriers and agents that sell Medicare Advantage policies and plans. And one thing I’ve noticed over the years is how much insurance plans have evolved. Today, they offer a different experience than what people might expect from a traditional plan. One key factor driving this evolution is the adoption of digital tools to engage with plan members. In this article, I’ll explore how digital engagement now typifies a better insurance experience.

Digital Engagement In Insurance Plans

Digital engagement refers to the use of digital tools and technologies to interact with customers or clients. In the context of healthcare, this can include online portals, mobile apps, chatbots and other communication channels that allow members to manage their health and wellness in a convenient and efficient manner.

In the past, insurance plans were primarily sold through agents and brokers. Members had limited access to information about their benefits and services, and they often had to rely on paper documents and phone calls to manage their accounts. However, with the rise of digital technologies, insurance plans are now leveraging these tools to improve the member experience.

Benefits Of Digital Engagement

There are several benefits to the increased use of digital engagement. One of the most significant is convenience. Digital tools allow members to manage their health and wellness on their own time and from the comfort of their own homes. They no longer have to wait on hold to speak to a representative or visit an office in person to make changes to their coverage.

Digital engagement can also improve member satisfaction. By providing easy-to-use tools and resources, insurance plans can empower members to take charge of their health and wellness. This can lead to better health outcomes and a greater sense of control over their healthcare experience.

In addition, digital engagement can help plans reduce costs and improve efficiency. By automating certain processes and providing self-service options, plans can streamline their operations and reduce the need for costly call centers and administrative staff.

Industry Examples Of Digital Engagement

There are many examples of digital engagement in insurance plans. Here are a few:

• Online portals: Most plans offer online portals where members can view their benefits, track their claims and manage their accounts. These portals typically require a login and password and may include features like a provider directory, drug formulary and plan documents.

• Mobile apps: Many plans provide mobile apps that enable members to access their benefits on-the-go. These apps may include features like a digital ID card, claims tracker and provider search tool.

• Chatbots: Some plans have chatbots that can answer common questions and provide guidance on health and wellness topics. These chatbots may be accessible through the plan’s website or mobile app, and can provide quick and convenient assistance to members.

• Telehealth: Telehealth is the use of digital technologies to provide remote healthcare services. Many plans now offer telehealth services, allowing members to consult with doctors and specialists from the comfort of their own homes.

• Digital wellness programs: Some plans offer digital wellness programs that help members manage their health and wellness. These programs may include tools like fitness trackers, healthy eating guides and stress management resources.

Conclusion

Digital engagement has become a defining feature of the modern healthcare experience. By leveraging digital tools and technologies, insurance plans are providing members with greater convenience, improved satisfaction and more control over their healthcare experience. As digital technologies continue to evolve, we can expect even more innovative and impactful ways for insurance carriers to engage with their members in the years to come.

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