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Dive Brief:
- A third of health insurance websites and apps lack basic digital functionality and fail to logically organize information, according to a J.D. Power study on the U.S. healthcare digital experience released last week. J.D. Power, in collaboration with Corporate Insight, evaluated the digital experiences of nearly 5,600 people.
- That poor foundation affects consumers’ experiences. Two in 5 adults with health insurance say they have experienced issues when using their health insurance’s website or app in the past year.
- “Digital is a critical consumer channel for health insurers that affects not only customer satisfaction with the insurance provider, but also with their employer,” Michael Ellison, president of Corporate Insight, said in a prepared statement. “Yet, many insurers still have a long way to go when it comes to building highly functional digital solutions.”
Dive Insight:
The healthcare industry has plenty to learn from others on how to provide a good digital user experience, according to J.D. Power.
“World-class healthcare organizations are looking to banking, finance, retail and hospitality, among other industries, to gain insight into best practices to create excellence in omnichannel digital transformation,” Christopher Lis, managing director of global healthcare intelligence at J.D. Power, said in a prepared statement.
Only 1 in 5 websites or apps met the mark for digital solutions, according to the study. Those websites clearly explained coverage and usage, offered information on deductibles and provided services like urgent telehealth.
