Data from The JD Power 2025 Us HealthCare Digital Experience study revealed that health insurance members registered in health plans and Medicare Advantage plans use their websites and mobile applications as a major communication method, but the quality of these digital experiences is behind other industries.
In the study, Cigna Healthcare ranked the highest level of contentment between commercial members health plans, the Kaiser Foundation plan ranked second and Cente ranked third.
Upmc Health Plan Ranked High in SatisfACTION Among Medicare Advantage Plans, United Highare Ranked SECOND and Cigna Healthcare Came in Third.
Blue Cross Blue Shield of Massachusets, HCSC, HighMark and Carefirst have been less performed in the category of commercial members’ health plan.
In the Medicare Advantage plan, HighMark was weak.
Mobihealthnews He sat with Eric Macardide, director of digital solutions at JD Power, to discuss the results of the study and the current condition of the digital experience in health insurance plans and Medicare Advantage.
Mobihealthnews: How can you evaluate the current situation of the digital experience with health plans?
Eric Makridi: In general, it is a relatively medium experience compared to the other industries that we measure, but mobile applications are poorly performed. It is not a completely fair comparison because the digital experience of Healthcare had no investment in the investment that we saw in other industries, such as financial services. However, the healthcare industry is in a great position to be a quick follower if the motives can tend to learn from the most mature industries.
MHN: Do web sites and digital applications provided by commercial health plans and Medicare Advantage plans lack the brand when it comes to easy navigation, the ability to review coverage and other basics for digital experience?
Makidi: Yes. We refer to the initial concepts as digitization or digital twinning. This is when you take something active or something material and you are dancing. Think about depositing a check in a bank. In the end, you can deposit it in ATMs, which was the first first digit. Now you can deposit the check using your phone. The plans have done a great job in building a lot of these features such as getting an identity card, finding care and checking the most out of the pocket or discounts.
The next step, and this is what we have seen on banks to do now after we have been numbered, is how we make them easy to use And easy to move? How can we make this so that someone can get what they need quickly and can digest the information that is provided?
MHN: What can health insurance companies do to fill this gap compared to other industries?
Makidi: It is in an ideal position to be a quick follower. If you look at what was done in travel, financial services, property insurance and losses, there is no reason to invent the wheel. Therefore, instead of developing from A to Z, it is slightly easier, more efficient and more effective in learning than what some of these industries have done most mature with their digital characteristics.
MHN: Why mobile applications are important in the health insurance industry?
Makidi: When someone succeeds in self -services, whether it is on a website or an application, they are more likely to continue in self -services. This is especially true on the app, more than just trying the desktop site. We look at those who have a poor experience for an excellent experience using a mobile phone application. Those who have an excellent experience are likely to continue using the application.
Another piece is the one who uses applications? Of course, the younger generation uses applications at a higher rate than old generations. But we started seeing a higher dependence than Boomers and by pre -sects at the application level. The applications are not only for GM and Z. When we look at the members of the health plan who interact with the mobile phone application of their health plan, they are more satisfied with their health plan as a whole than those who interacted over the phone or the website.
MHN: What is the next step for these health insurance companies?
Makidi: They need to have the ability to use equality, not far from where it should be. At the same time, there is a parallel growth in health care that focuses on improving the health of the public population and wellness.
There was an explosive amount of third -party applications that deal with health care. Many people wear Apple watches or other types of fitness tracking devices that integrate with Apple Health and tell me how much growth is, the heart rate or the level of blood oxygen.
In the future, we will see some expansion of motivated motivation applications more than a comprehensive health center that includes this healthy descriptive data and interacts with your doctor through the application that takes preventive medicine and its concealment to the next level.