Regulations continue to drive changes through the $2.9 trillion dollar healthcare industry, with the goal of transforming the traditional system to improve quality of care and reduce costs. Healthcare customers are seeking price transparency now that they are responsible for a larger portion of the cost of medical services. Health plans must shift their business models to align with an industry that is becoming increasingly competitive and being driven by a more empowered and demanding customer.
Since its inception, the health insurance industry business model has been a B2B operation based on premiums and reimbursements. Today, health insurance organizations are in varying stages of a journey that is transforming them from platforms for purchasing insurance into health management bodies striving to engage their members and provide resources to help them change their health and wellness behaviors. In order to attract new members and retain existing ones, health plan organizations must think like B2C organizations and transform their business models to improve the overall customer experience. They must shift their focus from providing customer service to finding ways to engage their customers.
Health plans must strategically address these technology imperatives, at an enterprise level to enhance the customer experience and succeed in the new world of healthcare:
Digital Strategy – Develop a strong enterprise vision with a road map that utilizes a multichannel enrollment approach (web, mobile, social).
Data Management Strategy – Develop a data management strategy and infrastructure that integrates ALL data, including clinical, and transforms it into actionable, secure and useful insights.
Mobile Strategy – Develop a mobile (mHealth) strategy that embraces mobile applications and leverages them to engage and empower customers.
These technology imperatives must be considered from a strategic perspective in order to meet the true needs of the business.