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Elevate Your Member Experience: Key Insights from the 2024 Global Healthcare Benchmark Report

By John Zimmerer, VP of Healthcare Marketing at Smart Communications 

The research is in —and healthcare payers have much to do in the way of enhancing the member experience. The 2024 Global Benchmark Report provides crucial insights into how healthcare payers can stay ahead in an increasingly competitive market.  

As you navigate the challenges of rising costs and shifting consumer expectations, understanding these key findings can help you supercharge your communications strategy and create a member experience that drives  retention and loyalty 

Let’s get into the data. 

Key Finding 1: Clear and Personalized Communications are Imperative

Today’s healthcare consumers demand more from their interactions with payers. They expect communications to be not only clear and accurate but also personalized and timely. Despite these expectations, the reality is that many healthcare organizations (HCOs) are falling short. Our research reveals that while 86% of healthcare customers value clear communications, only 46% rate the communications they receive as very good or excellent. This gap represents a significant opportunity for improvement. 

Key Takeaway: To meet these rising expectations, deliver tailored messages based on individual data, ensuring that your communications are relevant and engaging.  For example, an omnichannel strategy can help when interacting with a multi-generational customer base. Millennials prefer a mobile/web approach while some Baby Boomers and the Silent Generation may still favor traditional channels like call centers and paper-based communications. 

Key Finding 2: The Critical Role of Data Collection and Forms 

The efficiency of your data collection processes directly impacts member satisfaction and retention. Consumers today are less tolerant of outdated, cumbersome forms. They prefer digital, mobile-friendly options that save time and reduce friction. 74% of consumers will abandon a form when it is difficult and 64% abandon forms that are repetitive, highlighting the need for streamlined, user-centric solutions. 

Key Takeaway: Take the necessary steps to increase accuracy and compliance, ultimately enhancing the healthcare payer member experience. As it stands, 74% of Millennials are willing to switch payers due to one bad experience. Providing clear, accurate, and compliant communications makes the difference between creating a loyal member or one that takes their business to your competitors. 

Graphic: Blue pie charts on a white background that explain the most important factors for customers when completing healthcare forms. 

Key Finding 3: Data Security is Non-Negotiable 

In an era where data breaches are increasingly common, ensuring the security of member information is paramount. Our report highlights that 64% of healthcare customers almost always trust their healthcare organizations, but there's room for improvement. Transparency and robust security measures are essential for building and maintaining trust. 

Key Takeaway: Make it a company-wide initiative to safeguard sensitive data. Clearly communicate your data protection practices to reassure members and strengthen their trust. 

Key Finding 4: Embracing Mobile and Web-Friendly Interfaces 

The shift towards digital interactions is undeniable. Consumers now prefer managing their healthcare needs through mobile and web interfaces. Offering these options not only meets current expectations but also positions you as a leader in convenience and accessibility. 

Image: Data table with three columns broken down into multiple communication channels (mobile, web, paper) with multigenerational rankings to the left, denoting which generations prefer health insurers to contact them on a preferred channel. Navy blue background with cloud graphics. 

Key Takeaway: Prioritize mobile and web-friendly solutions for all member interactions, from appointment scheduling to claims processing. This alignment with consumer preferences will enhance satisfaction and streamline operations. 

Key Finding 5: Navigating GenAI with Transparency and Ethical Use 

Generative AI (GenAI) presents exciting possibilities for improving healthcare communications. However, its integration must be handled with care. While 47% of consumers see GenAI as a potential benefit, there are significant concerns about security and ethical use. 

Key Takeaway: Ensure transparency in your use of GenAI, and maintain human oversight to address ethical and security concerns. By doing so, you can leverage AI’s benefits while building trust with your members. Partner with a provider who prioritizes safeguarding critical interactions and provides expert guidance on the responsible, high-value use of GenAI. 

Graphic: 77% of healthcare customers feel it's important that it's explicitly called out when GenAI is used, and 81% believe a human should always be checking suggested content. 

How Can You Create a Winning Healthcare Payer Member Experience? 

To effectively respond to changing consumer demands and boost member retention, your organization should focus on: 

  • Modernizing Communications: Adopt a CCM system that offers personalization and clarity.
  • Streamlining Data Collection: Move towards automated, user-friendly forms.
  • Enhancing Data Security: Invest in secure communications and transparent data practices.
  • Prioritizing Digital Interfaces: Ensure seamless mobile and web access.
  • Transparent AI Use: Implement GenAI with clear communication and human oversight. 

Understanding and acting on these insights will position your organization to better meet member expectations and drive long-term loyalty. 

Curious about how to account for changing consumer demands and retain members? Download the Global Healthcare Benchmark Report for more insights on how to enhance the healthcare payer member experience in today’s evolving landscape.

About the Author

John Zimmerer is the Vice President of Vertical Marketing, Healthcare at Smart Communications, where he acts as a subject matter expert on the digital transformation of customer communications and data-centric, often form-based workflows. Most recently, John has been researching and writing about improving customer experience in healthcare and is regarded as a thought leader in this area. John has over 20 years of software product marketing experience. His areas of expertise include market research, analyst relations, public relations and digital marketing.

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