Striving for Deeper Member Engagement

Enhancing Healthcare Experiences Through User-Centered Design

The healthcare industry, particularly organizations focused on insurance and member services, continuously strives to effectively engage with its diverse users. From assisting individuals in managing their health benefits and prescriptions to providing clear and accessible information, the user experience is crucial for achieving positive outcomes.

Recognizing the vital need to understand and address the needs of their members, a prominent health insurance provider partnered with Concrete to leverage user-centered insights and design principles. This case example demonstrates the profound impact of prioritizing the member perspective in creating more effective and impactful healthcare solutions, specifically in areas like prescription management and overall engagement with their health plan.

A Health Insurance Provider Striving for Deeper Member Engagement

A large health insurance provider recognized that despite offering a range of digital tools and communication channels, their member engagement remained lower than desired. Members often expressed frustration with navigating their benefits, managing prescriptions, and understanding healthcare costs. The provider suspected a disconnect between their internal understanding of member needs and the actual experiences of their diverse user base. To bridge this gap, they engaged Concrete to conduct in-depth user research focused on understanding member behaviors, motivations, and pain points across key areas like managing prescriptions, finding care, and planning expenses.

Uncovering Deep Emotional Drivers and Guiding Principles:

The user research undertaken by the Concrete went beyond surface-level inquiries. Through careful analysis, they identified deep emotional drivers influencing how members interacted with the health insurance provider.

Benefits of User-Centered Insights:

By adopting a user-centered approach, the health insurance provider gained invaluable insights that led to several key benefits:

• Improved Member Engagement: Understanding the emotional drivers and preferred communication styles allowed the provider to craft more resonant and engaging interactions.

• Increased Trust and Positive Perception: By demonstrating a willingness to listen and respond to member needs, the provider fostered greater trust and a more positive perception of their role.

• Enhanced Digital Tool Adoption: Insights into member expectations for digital tools informed the redesign of their app and website, making them more user-friendly and valuable for managing prescriptions and benefits.

• Better Support for Member Decision-Making: Providing clear information on costs, coverage, and alternative options empowered members to make more informed healthcare decisions.

• Potential for Improved Health Outcomes: By addressing barriers to medication adherence and access to care, the user-centered approach had the potential to contribute to better health outcomes for members.

• Streamlined Processes and Reduced Confusion: Clearer language, intuitive navigation, and well-defined processes reduced member confusion and the need for them to contact customer support, ultimately leading to more efficient operations.

Elevate Member Engagement and Build Lasting Trust

Are you looking to strengthen member relationships, foster positive behavior change, and enhance trust with your members? Contact Concrete today in the form below to discover how our proven, member-centric research and design strategies can transform your member experience and drive meaningful impact.