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© 2016 Media Logic USA, LLC.
© 2016 Media Logic USA, LLC.
How well is your current
health plan delivering
these benefits?
Our nationwide survey include...
© 2016 Media Logic USA, LLC.
THE TWO MOST IMPORTANT BENEFITS WERE NOT A SURPRISE:
Two basic tenets of health insurance top...
© 2016 Media Logic USA, LLC.
BUT THE NEXT TWO FEATURES REFLECT THE NEW REALITIES
OF HEALTH INSURANCE:
Gone are the days of...
© 2016 Media Logic USA, LLC.
MOST IMPORTANTLY,
our findings showed
a big discrepancy between
the benefits/features
consume...
© 2016 Media Logic USA, LLC.
Marketing Insights and Tips:
As out-of-pocket costs can easily amount to hundreds of dollars ...
© 2016 Media Logic USA, LLC. 7
WHAT CONSUMERS WANT:
INFORMATION ON HOW TO SAVE MONEY ON HEALTH SERVICES
Marketing Insights...
© 2016 Media Logic USA, LLC.
Marketing Insights and Tips:
Ensuring members and prospects know WHAT plan benefits are and H...
© 2016 Media Logic USA, LLC. 9
WHAT CONSUMERS WANT:
TIPS AND GUIDANCE TO HELP MAKE THE MOST OF COVERAGE
Marketing Insights...
© 2016 Media Logic USA, LLC.
Marketing Insights and Tips:
When more consumers experience these benefits/features, their pe...
© 2016 Media Logic USA, LLC.
WANT TO LEARN MORE?
Have specific questions about the survey…including
some of the other bene...
© 2016 Media Logic USA, LLC.
If you have any questions about this report
or any of the topics covered, contact:
Jim McDona...
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What Do Consumers Really Want from a Health Plan

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Nationwide consumer survey of what health plan benefits are most important to consumers and how well their health plan delivers them.

Published in: Health & Medicine
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What Do Consumers Really Want from a Health Plan

  1. 1. © 2016 Media Logic USA, LLC.
  2. 2. © 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? 2
  3. 3. © 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). 3
  4. 4. © 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. 4
  5. 5. © 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. 5
  6. 6. © 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 6 7
  7. 7. © 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%
  8. 8. © 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%
  9. 9. © 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%
  10. 10. © 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! 10 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.
  11. 11. © 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. 11 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.
  12. 12. © 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 jmcdonald@medialogic.com Learn more about Media Logic at medialogic.com and subscribe to our health care marketing newsletter at medialogic.com/signup.

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