Some of the biggest names in health insurance—Kaiser Permanente, Humana Inc. and Molina Healthcare Inc.—are among the best health payer websites rated by consumers.
The ratings—from a panel of 11,519 consumers surveyed on website navigation and customer satisfaction metrics for healthcare and property/casualty companies—also finds that 54% of consumers have used a health plan’s comparison tool and rated its importance as 4 on a scale of 1 to 5, with 5 being the most important. The panel was organized by Verint Systems Inc., a provider of technology and services designed to help companies better interact with their customers.
Nearly half of respondents also would be more likely to use a health or wellness app, if it resulted in insurance premium discounts or cash incentives. Privacy concerns was the biggest reason consumers had for not likely to use an app.
“People expect and demand a seamless experience across all channels and touchpoints,” says Verint ForeSee vice president Shannon Latta
Other findings include:
- Two-thirds of health respondents log-in to their payer account and report a higher level of satisfaction.
- Using a website satisfaction scale of 1-100 that scored health insurers on website functionality and customer service, the top 5 health payers were: Kaiser (77), Molina (77), Humana (76.1), Blue Cross Blue Shield Michigan (76.1) and Horizon Blue Cross Blue Shield of New Jersey (75.2).
- With a score of 77.2, Molina had the top rating for web site navigation, while Kaiser with ratings 79.4 and 79.7, respectively, and earned the top spot for website information and performance. Humana scored 79.4 for a health insurance site with the best “look and feel.”
More healthcare payers are rolling out apps for plan members to use to perform a variety of self-service tasks, such as comparison-shopping for covered procedures, paying premiums and looking up benefits coverage. But 53% and 47%, respectively, of consumers are more likely to use an app from their health insurer if they get a premium discount or a cash incentive. “Consumers embrace low-risk and high reward monitoring apps,” Verint says.
To save money over more expensive emergency room visits and traditional doctor visits, health carriers are rolling out more digital doctor tools. Most consumers like having more digital options, according to Verint. 30% of consumers have seen a digital doctor and 60% of consumers would do a doctor telehealth visit in the next six months “if the need arose.”
Just under one quarter (23%) of all consumers say they would not use virtual care. The top reason given by 59% of survey respondents is preferring to see their doctor in person.
“As insurance companies and medical practices try to modernize and expand access to healthcare, patients say they are willing to experiment, but the data reveals hesitation,” Verint says.