Healthcare consumerism is on the rise, and so is the competition in the health plan market. With the increased number of health plans, consumers have more options to choose from, making them more price-sensitive and less inclined to stick to just one plan. In this competitive landscape, payers need to offer more value to patients. They need to reduce the time spent on disseminating claims and completing unnecessary paperwork and improve the overall member experience.

Health plans can leverage digital platforms for communication to engage members. At this point, multinational giants such as Amazon and Google have made customers accustomed to unbeatable customized digital content. However, despite multiple benefits, not every insurer is keen on implementing digital communication channels. Data challenges inhibit the smooth transition to digital channels.