Nearly 88% of people looking for health insurance value personalization in their plans as much or more than they did one year ago. It’s no surprise that this number has skyrocketed, since the COVID-19 pandemic magnified problems many members had with their health plans and emphasized the need for better care all around. 

In addition to personalized plan options, members are also looking for health plans to take rising costs into account. Inflation has impacted many areas of the economy, and the health care industry is no exception. Certain populations may be having difficulty getting to and from appointments due to rising transportation costs, while members across various demographics are struggling to pay out-of-pocket fees associated with routine care, such as check-ups and screenings. 

The best way for insurers to offer more appealing health plans for members is by following the technology and using it to their advantage. Insurers should be getting the most out of digital platforms and prioritizing the use of such programs in their provider networks. When utilized correctly, digital platforms can improve cost management for insurers, increase patient compliance, and remove barriers for many populations. It’s important to note that the use of technology may serve as a barrier for an entirely different population, but this can be remedied by building a strong training program staffed with experienced informatics professionals.

Health plans should make use of predictive analytics, and data focused on social determinants of health. This will allow insurers to gain more insight into the specific needs of their members, avoid health inequities and craft better-personalized features for their members. 

Another shift should be made in the realm of engagement. Many insurers and provider networks focus on increasing enrollment numbers, but better engagement is a more sound priority since increased participation leads to better outcomes and improved satisfaction. Engagement is simpler than it sounds – plans should aim to educate members, identify their goals, and work together to achieve them.

It’s ideal for insurers to make this process seamless so they can know their members better before they are even aware of it. By understanding consumers and their needs more intimately, insurers can better develop solutions-focused products, plans, and services that fit their lives. 

Much of this relates back to value-based care, which insurers and provider networks alike can achieve by enabling healthy actions and encouraging long-term behavior changes. Value-based care also includes making it easier for members and patients to navigate their health, insurance plans, and associated benefits. In the long run, these are all effective ways health plans can obtain better outcomes, an improved reputation, and greater member satisfaction.