The ROI Of Health Plans' Online Provider Directory Tool Redesigns

Health plan provider directories — online tools that allow health plan members and prospects to search for nearby doctors, hospitals, and other facilities that are in a health plan's network — are the most used online resources at health plan Web sites. And for the most part, consumers are satisfied with the information they find in these tools. But several health plans have recently embarked on provider directory tool redesigns. Do others need to follow suit? To help plans decide whether overhauling their own provider directories is worth the expense, Forrester built a model that calculates the ROI of provider tool redesigns, including improved data management plus marketing programs to drive usage of the upgraded tools. The bottom line? Plans with 5 million or more members will see ROI within the first year, but smaller plans have to keep budgets in tight check and won't likely recoup costs until the second year after the redesign.