As consumers take on more responsibility for shopping and paying for health insurance, they want to use the web and their smartphone or tablet to help them do it.

For example, in recent years about 35% of all visitors to Healthcare.gov used their mobile device to research and shop for health insurance and 18% used their smartphone or tablet to purchase a policy, according to the Centers for Medicare and Medicaid Services.

Among major commercial health insurers, UnitedHealth Group continues to build outs its mobile infrastructure. In recent months, the biggest commercial health insurer has rolled out an updated Health4Me app for its plan members. The updated app now provides a message alert if the user or a covered dependent has missed a recommended medical service, such as an immunization for a child or a blood-sugar test for a diabetic. It also enables users to search for healthcare providers and to schedule appointments.

The personalized care notifications are available to select UnitedHealth plan participants nationwide, including Medicaid beneficiaries in 17 states. Other notifications are based on personalized claims data, such as alerts for prenatal care and support.

Several other new features also make it more convenient for plan members to access and use their health benefits, including fingerprint-enabled sign-in, ApplePay to enable patients to pay medical bills, and a button on the app’s main page to help users connect directly with a UnitedHealth customer service representative.

Another new feature lets patients search for pharmacies and estimate drug costs while still at the doctor’s office, refill medications and review prescription claims.

Health4Me is for Apple iOS and Android devices and has been downloaded more than 2 million times since its introduction in 2012. The app allows users to locate nearby healthcare providers, and convenience care, urgent care and emergency care facilities.

Plan members can also review market average prices for more than 875 medical services across nearly 600 episodes of care, providing a view of what consumers may expect to pay for treatment, the company says.

For UnitedHealth plan participants, the estimates consider a user’s current account balances, when applicable, and are based on actual contracted provider rates.

Other features available on the Health4Me app enable patients to pay medical bills with a credit card, debit card, bank account or health savings account; access a nurse or virtual physician visit 24 hours a day; or display a digital identification card.

“Health4Me helps consumers conveniently manage their care, more easily navigate the health system and make more informed choices while at home or on the go,” says UnitedHealth chief medical officer Dr. Sam Ho.

UnitedHealth says it’s making mobile technology a strategic priority because increasingly that’s how consumers want to shop and pay for health insurance. The use of websites and mobile apps to comparison shop for healthcare is increasing, especially among young people. Nearly half (47%) of consumers between the ages of 18 and 34 have used online or mobile resources to comparison shop for healthcare treatments or services, according to a UnitedHealth survey of 1,011 U.S. adults age 18 and older in September. Among all comparison shoppers, 81% described the process as “very helpful” or “somewhat helpful.”

“UnitedHealthcare is working to simplify the healthcare experience for people and help them take full advantage of their benefits,” says chief consumer officer Rebecca Madsen.