Health Insurers Need An Engagement Strategy That Helps Members Find Information And Take Action

Health insurers face a major barrier to engaging members: the customer knowledge gap. While 59% of US online adults with health insurance trust their insurer to do what’s best for them, 41% wish their insurer would do more to help them understand their benefits, and 31% say their insurer’s website is hard to navigate. Lack of member engagement prevents insurers, which are evolving to become wellness companies, from meeting customers where they are. The knowledge gap may result in poor experiences, avoidable costs, and loss of Medicaid coverage. Health insurers must adopt engagement strategies that alert and nudge members toward necessary actions throughout their journeys.