Health insurers have spent millions on improving member outreach on the Web, but most people still don't visit their health plans' Web sites or believe their insurers support their health, according to The Microsoft Health Engagement Survey 2009, conducted by Kelton Research.
That sobering news is balanced, however, with some positive findings. Survey respondents are interested in their health plans connecting with them via e-mail and phone for electronic coaching, but they want those services integrated into their lives.
Dennis Schmuland, MD, U.S. health insurance industry solutions director at Microsoft in Redmond, WA, says healthcare must control runaway medical cost growth. One way to do that is to improve chronic disease care, which would decrease health costs. Two examples are to help members self-manage their conditions and create preventive programs for those who are healthy.
He adds the results show that health insurers cannot wait for consumers to self-manage their chronic conditions through standalone Web tools. Instead, patients want providers and insurers to come together to help them improve their health habits and self-manage their conditions.
This will require insurers to implement a "new generation of technology designed to proactively improve health and coordinate care at the individual and community levels," Schmuland adds.
Survey respondents were not exactly positive about the current healthcare system. A majority of those surveyed see the healthcare system as fragmented and believe it doesn't help them proactively manage their health. Those who share that view are more likely to search general health Web sites for information rather than seeking health information from doctors or insurers.
Schmuland says those who feel the system is fragmented tend to believe they are on their own when it comes to their health and healthcare.
Consumerism is driving online investments
The consumerism movement with insurers and employers pushing more out-of-pocket costs onto members has led insurers to invest in online components in hopes of creating more educated consumers. However, nearly half of those surveyed thinks health plans only support them when they need a doctor.
This disconnect is creating barriers. Consumers are simply not visiting their health insurers' Web sites. Though 82% of insurers provide Web sites with health and wellness information, nearly three-quarters of respondents visited their insurers' Web sites fewer than six times a year. That includes 16% who never visited their insurers' sites and another 16% who only went on the sites one or two times in the past year.
Schmuland says people usually trust their doctors, but insurers, advisory hotlines, and association Web sites don't enjoy the same level of trust.
"[Consumers] perceive the health plan cares about them only when they are sick," says Schmuland.
Those who are actually going onto the sites are not using the breadth of information either. Nearly half of those surveyed go to find provider lists or coverage information. Only one-third check out information on health and wellness.
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.