what do consumers really want from a health plan
TRANSCRIPT
© 2016 Media Logic USA, LLC.
© 2016 Media Logic USA, LLC.
How well is your current
health plan delivering
these benefits?
Our nationwide survey included 400+ consumers between the ages of 26 and 75 and
was conducted during March 2016.
IN A POST-ACA WORLD, WE ASKED CONSUMERS TWO IMPORTANT QUESTIONS ABOUT HEALTH INSURANCE:
What health plan benefits
and features are most
important to you?
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© 2016 Media Logic USA, LLC.
THE TWO MOST IMPORTANT BENEFITS WERE NOT A SURPRISE: Two basic tenets of health insurance top the list of benefits/features that are
most important to consumers.
Coverage for preventative services
(annual physicals, mammograms)
at no additional cost.
Access to a wide selection of local
doctors, medical facilities and
hospitals (access to a national
provider network came in 5th).
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© 2016 Media Logic USA, LLC.
BUT THE NEXT TWO FEATURES REFLECT THE NEW REALITIES OF HEALTH INSURANCE: Gone are the days of simple co-pays. As coinsurance and deductibles have
become the new normal, consumers are looking for clarity.
Clear information to help
understand plan benefits.
A simple, easy-to-understand way to know what costs will be
before having a procedure/going
to an appointment.
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© 2016 Media Logic USA, LLC.
MOST IMPORTANTLY, our findings showed a big discrepancy between the benefits/features consumers want most and how well they feel their health plans are delivering them.
The following pages have tips and advice for health plan marketers to help narrow this gap.
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© 2016 Media Logic USA, LLC.
Marketing Insights and Tips: As out-of-pocket costs can easily amount to hundreds of dollars (or more), consumers are learning the value of cost
transparency – and they need help comparing costs from different providers. Online tools and apps are a good place to
start. You should consider empowering customer service representatives (or dedicated concierges) to provide this
information for members who prefer speaking with a person.
OF CONSUMERS RATED THIS AS IMPORTANT OR VERY IMPORTANT.
THINK THEIR HEALTH PLAN IS DOING THIS WELL OR VERY WELL.
43% 4 %
WHAT CONSUMERS WANT: A SIMPLE, EASY TO UNDERSTAND WAY TO KNOW WHAT COSTS WILL BE BEFORE HAVING A PROCEDURE OR GOING TO AN APPOINTMENT
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© 2016 Media Logic USA, LLC. 7
WHAT CONSUMERS WANT: INFORMATION ON HOW TO SAVE MONEY ON HEALTH SERVICES
Marketing Insights and Tips: Where money is concerned, the lines between retail and healthcare have blurred. Consumers are willing to consider all of
their options for where to get lab work and other tests if it means they can save money. Health plans need to provide
consumers with information and tools to help them make well-informed decisions.
OF CONSUMERS RATED THIS AS IMPORTANT OR VERY IMPORTANT.
THINK THEIR HEALTH PLAN IS DOING THIS WELL OR VERY WELL.
39% 64%
© 2016 Media Logic USA, LLC.
Marketing Insights and Tips: Ensuring members and prospects know WHAT plan benefits are and HOW they work can be just as important
as having quality benefits. Successful onboarding is key to introducing plan benefits…and a chance to
make a positive first impression. In addition, health plan member portals should offer easy access to benefit
information and health literacy resources.
OF CONSUMERS RATED THIS AS IMPORTANT OR VERY IMPORTANT.
WHAT CONSUMERS WANT: CLEAR INFORMATION TO HELP UNDERSTAND PLAN BENEFITS
THINK THEIR HEALTH PLAN IS DOING THIS WELL OR VERY WELL.
58% 7
8
6%
© 2016 Media Logic USA, LLC. 9
WHAT CONSUMERS WANT: TIPS AND GUIDANCE TO HELP MAKE THE MOST OF COVERAGE
Marketing Insights and Tips: Having a meaningful, actionable dialogue with members can be a challenge. Yet, health plans already have much of the
data they need to communicate with their members in order to keep them informed, engaged and fulfilling on desired
behaviors. Use your data to develop on-going communication streams that could be personalized based on a member’s
usage patterns, clinical data, family dynamic, communication preferences, etc. The potential for increased member
engagement and loyalty is boundless.
OF CONSUMERS RATED THIS AS IMPORTANT OR VERY IMPORTANT.
THINK THEIR HEALTH PLAN IS DOING THIS WELL OR VERY WELL.
47% 61%
© 2016 Media Logic USA, LLC.
Marketing Insights and Tips: When more consumers experience these benefits/features, their perceived importance can, and likely will, rise –
and these services could give health insurers a strategic advantage. If your plan doesn't offer them, it may be time
to invest. And if your plan does offer them, spread the word and maximize their potential value!
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Consider that “cost transparency,”
“benefit clarity” and “tips and guidance”
were among the top-rated features.
Health concierges can be an effective
way to deliver them.
DO CONSUMERS WANT HEALTH CONCIERGES AND TELEMEDICINE? Emerging benefits and features like health concierges and telemedicine
didn’t rate very highly…but their drivers did.
Similarly, consumers expressed a clear desire
for “doctor access” and “information on how
to save money.” And telemedicine provides
a convenient and more cost effective way for
them to see providers.
© 2016 Media Logic USA, LLC.
WANT TO LEARN MORE? Have specific questions about the survey…including
some of the other benefits/features we tested? Just ask.
Our health care team will be happy to walk you through
the survey.
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ABOUT MEDIA LOGIC Media Logic is a national leader in health care marketing – providing strategic, breakthrough solutions that drive business. Media Logic offers deep experience in branding
and lead generation, and is expert at turning research and segmentation data into actionable plans. Leveraging more than two decades of health plan marketing knowledge,
Media Logic understands the nuances of group, Medicare and individual exchange prospects. From traditional ad campaigns to retention efforts to content marketing,
everything Media Logic does is focused on generating results for clients…giving them an edge in a competitive, constantly changing environment.
Visit www.medialogic.com for more information.
© 2016 Media Logic USA, LLC.
If you have any questions about this report
or any of the topics covered, contact:
Jim McDonald
Director of Business Development
Media Logic
866.353.3011
Learn more about Media Logic at medialogic.com
and subscribe to our health care marketing newsletter
at medialogic.com/signup.