From the January 2017 issue of HealthCare Business News magazine

Strengthening IT security measures is a priority for providers and insurers as they expand their digital offerings, but there are other ways to incentivize patients to share their information. Health care consumers are willing to overcome privacy concerns about sharing personal data if they are rewarded with a higher quality experience and better rates. However, only 8 percent of insurers offer discounted rates in exchange for health and wellness data. Consumers want perks that are directly tied to their personal health outcomes and reassurance that their information will not be exploited by hackers — not fleeting rewards like gift cards and T-shirts.

Health care providers aren’t the only organizations struggling to keep up with consumer tech preferences. Most insurance companies also trail behind in the digital revolution. Eighty-five percent of health care insurance executives are not confident they have the technology in place to support a digital customer- centric experience. Insurers recognize the importance of personalization and convenience, but face obstacles when it’s time to implement the right engagement tools. With the rate of technology innovation accelerating by the month, insurers’ plans to incrementally adopt new platforms isn’t enough to keep up with customer preferences. For instance, 69 percent of insurers plan to add instant messaging features to their customer interaction channels, although this may be too late given the speed at which digital communication evolves. And while one-third of surveyed insurers use web portals to connect with their customers, more than half still rely on legacy channels such as direct mail and phone calls to cultivate consumer relationships.


Overhauling the health care customer experience starts with rethinking consumer expectations. Consumers want more than emails and text message updates. They want highly personalized, connected and mobile interactions. The future of patient-provider relationships will be an interconnected experience driven by real-time communications accessible on mobile and digital channels. Tech natives account for the majority of tomorrow’s health care consumers and companies will win business — and long-term loyalty — based on the quality of their digital offerings. As technology innovation continues to make strides within the medical field, providers and insurers that take the necessary steps to create a multi-touch-point environment will be best equipped to serve patients, in and outside of the doctor’s office.

About the author: Will Hinde is a senior director at business and technology consulting firm West Monroe Partners and leader of the firm’s health care practice.

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