For health insurance carriers that have made the move to digitize, top reasons for doing so may include cost reduction and flexibility in policy administration. But the heart of today’s insurance technologies is their ability to enhance UX or user experience. If you intend to sign up for a new health insurance innovation, one of the first things you should do is re-envision your ideal UX. Leverage the technology to deliver digital insurance experiences that are simplified, accurate, efficient, and more appealing to your customers.
This emphasis on proactive member engagement, and not passive member engagement, will reward your company handsomely. You can take this chance to stand out as a leading brand for digital insurance and earn the loyalty of older and younger policyholders alike. Below are the benefits of focusing on your health insurance platform’s UX, as well as the most important UX elements to pay attention to.
What Are the Benefits of Thoughtful UX Design on Health Insurance Platforms?
At-a-Glance Visibility of Insurance Policies
Good UX on a health insurance platform can allow customers to assess their policies and attend to their healthcare all in one place. They can visit one consolidated source to learn about their policies and coverage, pay their bills, and register their claims. Having access to an all-in-one platform will streamline their insurance experiences in a way they will remember positively. Thus, this is one of the standout benefits of investing in navigable UX for your platform.
Streamlined Access to All Pertinent Insurance Data
Thoughtful UX on the platform will also enable customers to be up-to-date on all data involved in their policies, like their medical test results. This is made possible by the design of a patient portal on the platform. Finding data from the portal will be much easier than combing through piles of insurance papers and medical forms. Before they attend appointments or undergo medical procedures, patients can also share their medical and insurance data with their care providers in an instant. Suffice to say, this improvement to your platform’s UX can ensure the timely and accurate settlement of your customers’ medical care.
Faster Insurance Payments
Better UX on your platform for billing and payment processing will be of benefit to everyone. It will be much more convenient for your customers to settle their insurance payments, and it increases the likelihood that they’ll pay on time. This should also be of great assurance to you, the carrier, as you work towards keeping your finances liquid.
Greater Satisfaction with Claims Processing
Overhauled UX for particular insurance processes, like claims, will also increase customers’ satisfaction with your company. Your platform’s UX should enable straight-through, matter-of-fact claims processing with few obstructions and less wait time. Your customers should be able to check their claims status instantly from their dashboard and be informed of the next steps. Insurance carriers need their customers to have faith in their claims management, so it will be worthwhile to revamp your UX for this.
Your UX redesign efforts can also be directed towards enhancing cross-platform engagement from your customers. They’ll be especially happy with insurance experiences that are tailor-fit for digital delivery and can be done with their laptops, tablets, or mobile phones. If customers know that their carrier is reachable through different channels, it bolsters their loyalty towards the latter.
Stronger Association of Positive Insurance Experiences with Your Brand
Lastly, the UX on your health insurance platform can also be a good opportunity for you to brand your insurance experiences. You can prove that your insurance brand embodies trustworthiness and innovativeness and that you stop at nothing to improve things for your customers.
What UX Elements Should You Prioritize When Designing Your Health Insurance Platform?
Ease of Use
Ease of use should be a priority when you’re designing digital insurance experiences. It shouldn’t be hard for anyone using your platform to make their way around it. It also shouldn’t be hard for them to complete vital insurance processes, like comparing policies or paying for their care. Make sure that your platform is user-friendly enough for both the older generation of policyholders and the more tech-savvy millennial policyholders.
More Efficient Insurance Experiences
Another end goal of your UX design should be efficient and timely insurance experiences. The use of the platform should actively translate into experiences that are faster, more accurate, and easier to resolve. If you can correlate your platform’s UX to these, then you know that you will have done your job.
Interoperability with Technologies Used in the Provider Network
Your company’s technologies are not the only ones involved in the health insurance ecosystem. Thus, your UX should emphasize interoperability with technologies that your partners in the provider network use. That’s how your company, in partnership with care providers, can sync up to deliver excellent insurance experiences to your customers.
Smooth Integration with Third-Party Technologies
It should also be a breeze to use any necessary third-party technologies, such as payment applications, on your platform. Your UX should include seamless integration with APIs your customers are already familiar with and will need to use for their policies.
You can also use your platform’s UX to deliver more personalized experiences to your users. In the era of digital insurance delivery, it helps to be less generic and more customized in your approaches. This is how you can communicate to your customers that you know of their circumstances and life situations, and are ready to respond as their carrier.
An Open Care Pathway through Improved User Experience
In summary, health insurers can rely on UX to demonstrate their care for their customers’ wellbeing. It should also be clear to your users that these innovations can be used to improve their quality of life. As a carrier, aim to craft digital insurance experiences that truly resonate with your customers and guarantee their access to an open care pathway. That’s how you’ll succeed in the digital age and nurture the new generations of customers to come.