CDHP Member Engagement Slips — Again

Consumer-directed health plans (CDHPs) continue to experience rapid growth in adoption. But member engagement has declined for the second consecutive year. CDHP members are now less likely to use online health tools and actively manage their healthcare finances than they were in the past. In a market that promises to create more engaged consumers, that's a real problem. Unfortunately, current member education efforts leave consumers in the dark about even the most basic elements of their health plans and accounts. How can customer experience professionals design resources that resonate with members? Start listening to them. Firms should use the insight they gather to design a member-centered approach to messaging and develop cross-channel strategies to drive resource use. CDHP member experience wins can then serve as catalysts for enterprisewide initiatives.