Healthcare Consumers Interested in Technology, But Are Not Using it Now

For those who actually search for health information, the survey found that many of those people do so only after a diagnosis. In other words, patients are conducting reactive health information searches rather than proactive wellness searches, according to the survey.

They are also not going to insurers' Web sites, but instead visit popular health sites, such as WebMD, or conduct searches on Google.

Positives for health plans
The way health plans are implementing technology might not be working, but there are two positives from Microsoft's survey:

• The vast majority of people surveyed said healthcare technological solutions are inviting
• Most respondents were interested in communicating with their insurer through e-mail

More than half of the respondents are interested in using e-mails to ask questions about benefits and coverage; receive feedback about their health; and get encouragement, reminders, and advice on diet and exercise.

"They are saying 'technology is inviting. I'm not afraid of it. I want to use technology,'" says Schmuland, which includes Web-based products and text messaging. Microsoft officials say the survey shows that consumers want coaching through technology. This might be a cost-effective tool for health plans, which could reach more members through an online coaching program. Not only could health plans benefit from more technology in the area of coaching, but disease management, wellness, and population health companies could also see great savings.

"This could change the ROI to their advantage," says Schmuland.

Opportunities for health insurers
Though the survey showed that health insurers are not maximizing member communication on its Web sites, the findings provide a glimpse into what consumers want and how health plans can implement those solutions.

Hector M. Rodriguez, industry chief technology officer/technology strategies for Microsoft's health plan industry group in Irvine, CA, says the first step for health plans is figuring out how to get into members' digital lifestyles and then concentrate on content. The survey shows that people want to integrate health information into technology, which they can seamlessly connect into their daily lives.

Schmuland says health plans need to re-invest their technology and self-service portal money. Insurers have added personal health records, communications, and videos, but they are not being integrated into members' lives.

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