Many people are dissatisfied with their health plans

According to Asser, research shows that current member satisfaction with their health plans is relatively low. For example, a recent survey of over 2,800 beneficiaries from HealthEdge found that only 45% of respondents are fully satisfied while 55% want more from their current health plan.

A separate study from J.D. Power, which surveyed 32,656 commercial health plan members, also found that member satisfaction dropped 13 points this year (on a 1,000-point scale). This decline in satisfaction was largely due to a 33-point decrease in customer service and a 16-point decrease in information and communication.

According to a 2022 report from Accenture, almost half (49%) of beneficiaries said their top reason for switching insurers was ease of navigation. This includes inconsistent or inaccurate information, unanswered questions, poor experiences with digital tools, poor customer services, and discomfort with how their personal data was used.

There are also generational differences when it comes to individuals' health plan preferences. In the HealthEdge survey, respondents ages 18 to 24 were four times more likely to prefer digital health plan communications compared to other age groups. In comparison, respondents ages 65 and older preferred more traditional forms of communications, such as phone calls and emails.

These generational differences suggest that a "one-size-fits-all" approach may no longer be appropriate and that health plans will need to deliver more personalized care to keep up with patient preferences, Asser writes.

How health plans can improve member satisfaction

Improving the member experience is often a simple way for health plans to improve member satisfaction and retention. In particular, offering digital tools, better customer services, and more convenience can be appealing for many beneficiaries, especially younger individuals who may be more likely to switch plans.

According to Asser, members may not always prioritize digital engagement, but it's an area that health plans can change to quickly improve satisfaction.

Gabbriella Gold, director of network strategy and innovation at CareFirst BlueCross BlueShield, also shared some unique solutions that her health plan has used to improve members' behavioral health experiences.

"An example of a technology we've rolled out to all our commercial members is an asynchronous chat function that mimics a coffee conversation with a close friend or family member," Gold said.

"We've also partnered with an organization to bring all of our solo practitioners together and incentivize technology use for charting and appointment scheduling," she said. "We're now seeing streamlined appointment bookings in under four days whereas previously, members were calling five to 10 providers and not getting a call back for 30 days. We've seen great strides there."

"For health plans, building and maintaining loyalty with beneficiaries isn't just about trust and consistency, but also about demonstrating a willingness to evolve to meet members' needs and expectations," Asser writes.

Other resources for health plans

For more insights on how to improve member engagement and satisfaction, check out these Advisory Board resources:

• The role members want health plans to play and how to expand it
• 3 insights on member engagement
• Do members choose their health plan based on premiums?
• The New Age of Health Plan Marketing
• Using member preferences to communicate effectively
• Member Digital Adoption and Engagement Preferences Tool

(Asser, HealthLeaders, 8/21)