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The Insured to Health Plans: 'We'd Trust You More If . . .'

Analysis  |  By Laura Beerman  
   January 22, 2025

A new customer experience survey fills in the blank; and why health plan members trust AI and digital health tools more.

Trust.

It tends to get undermined when expensive health benefits don't yield affordable health care, the kind that meets people where they are.

"Health plans looking to build deeper relationships with their members need to start by building back trust," says Walter Jin, chair at CEO at Pager HealthSM.

Jin's company supports its position based on a new customer experience survey conducted with The Harris Poll. Pager Health is a connected health platform for payers and their members. The Harris Poll is one of the longest-running surveys of U.S. public opinion, motivations, and social sentiment.

Their joint findings show that while Americans tend not to trust their health plans, they would if the relationship delivered. Personalized AI plus digital health and well-being apps already do and health plans must bridge the gap.

Health plans must support well-being

"Insured Americans expect their health plans to deliver the type of highly personalized, easily accessible and seamlessly integrated experience that is now routine in every other business sector," notes Rita Sharma, Pager Health's Chief Product Officer.

Pager's survey of nearly 2,000 of those Americans found that:

  • 74% — are interested in health plan wellbeing recommendations, right after and relevant to their medical appointments.
  • 79% — reported that 24/7 online nurse access would enhance their wellbeing and peace of mind.
  • 77% — want health plan wellbeing apps and services that also facilitate follow-up, like appointment scheduling.

"The insights revealed by this survey lay out a clear strategic road map for forward-thinking health plans," adds Sharma.

That road map includes artificial intelligence and digital health.

Health plans must leverage AI

In the Pager Health/Harris Poll survey, respondents expressed a "higher-than-expected comfort level" in using artificial intelligence to improve health plan interactions. Among insured adults:

  • 75% —  trust AI to find available, in-network doctors and schedule an appointment.
  • 67% — trust an AI copilot to help them navigate health plan benefits and resources.
  • 66% — believe AI creates digital health experiences that are accurate, personal, customized and occur in real-time.

What AI delivers must be highly personalized, easily accessible and seamlessly integrated, insureds say.

Sharma adds: "Only health plans that fully leverage the power of AI to analyze the wealth of health data available will be able to meet this demand and, in the process, boost member engagement and satisfaction."

Health plans must deliver

Some 41% of insured Americans report health plan recommendations are non-specific, automated and/or impersonal, with 17% reporting they receive no recommendations at all.

When their health plan does provide recommendations, insureds want them to be personalized, contextual, data-driven and in real-time. Some 45% said they would be more likely to follow such recommendations. Another 34% report they would encourage use of health plan wellness programs to meet their goals.

Per Pager Health's head exec Jin, these challenges present opportunities.

"The Pager Health survey reveals a major opportunity for health plans to transform how — and when — they engage with their members."

"It also points to a willingness from members to engage more proactively with their health plan throughout the plan lifecycle, not just when they need care."

Find Pager Health's full report and recommendations here.

Laura Beerman is a freelance writer for HealthLeaders.


KEY TAKEAWAYS

A new Pager Health/Harris Poll show that while Americans tend not to trust their health plans, they would if they personalized their support.

What they do trust, surprisingly, is the ability of AI and digital health to support their wellbeing.

HealthLeaders presents the detailed findings and health plan opportunities below.


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