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In the hype of technological advancements, healthcare innovation presents exciting opportunities to enhance quality of life. As individuals age, an intensely personal experience, people can get lost in the rapid transformation. It is vital to put consumers at the center of the member experience, provide a “one stop shop” for all, integrate member validation and enrollment, and drive innovation through iterative development.  

Consumers will no longer tolerate a poor user experience. It is imperative for health insurers to provide a user-friendly platform that provides expanded reach, branding, and engagement. Implementing digital engagement tools like direct customer to representative communication can simplify any enrollment process. According to Maruti Tech Labs, “The way you make your end-users feel determines the success of your business.” If healthcare consumers can reach the greatest level of understanding on digital health platforms, it will tremendously help millions of individuals make better healthcare choices. Enabling the convenience of speaking to a representative instantly online while shopping streamlines the entire process.   

Adopting a “one stop shop” including a multi-channel strategy is one of the greatest challenges in digital health technology. Offering consumers multiple options on a single shopping platform helps with comparing plans and purchasing health insurance. Modern Healthcare reports: “Harnessing the power of digital technologies is essential for achieving universal health coverage.” Consumers are expecting the same digital ease they’re experiencing with other businesses and carriers. Insurers must implement a combination of direct and indirect communication channels—mail, email, mobile, etc. Capitalizing on all communicative touch points ensures consumers are informed and directed to the “one stop shop” location.

Driving innovation within health insurance companies is the key to growing a successful business with content consumers. Integrating member validation with a developed software solution speeds up the data transferring process between the health insurance exchanges and carrier downstream core admin systems. With this growing technology, it’s imperative that health plans and exchanges seek out vendors with Decision Support Recommendation Engines that help individuals compare plan types, rates, deductibles, out-of-pocket maximums, and more.   

More recently, we’ve seen a large demand for the integration of artificial intelligence (AI) and healthcare. AI can handle the enormous data sets that must be investigated and assessed to streamline health insurance protocols. Most applications are still early in their implementation process; more case studies should be implemented to prove cost savings potential and ease-of-use for all end-users. Many healthcare leaders say better data and more robust local partnerships will enable scalability and accountability in social determinants of health programs. Moving forward, providers also will need robust technology solutions that focus on workflow integration, bi-directional data exchange and analytics, as well as tools that can help digitally close the loop on community resource referrals. In addition, Zdnet tells us, “Digital health tools could also help identify new illnesses or the worsening of existing ones.”  

Transformative technologies have taken the healthcare industry by storm. Embracing the digital revolution will better serve health insurance consumers as well as streamline business on the health plan side. Insurers have begun utilizing today’s digital transformations to create easy-to-use and “one stop shop” platforms to generate a fulfilling member experience for all ages.



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