Sometimes the poor experience of using the NHS, with GPs that refuse to see you, long waits at A&E, or staff pretending to be someone else, can prompt you to take out a private medical plan instead.
But as this release shows, there is also a bit of disgruntlement with private health insurance too. Maybe some health apps which tend to hector and cajole people into healthier lifestyles are NOT what sells, but immediate diagnosis and treatment plans when you ill? Just saying.
Here’s the word;
Poor digital experiences could be costing private health insurers, with two in five (40%) consumers who have held insurance in the past 12 months cancelling their policies, letting them lapse, or considering a switch.
This is according to a new report – Redefining digital experience in health insurance – from Graphite Digital, a digital customer experience agency specialising in health and pharma. The report reveals that one in five (21%) have cancelled or are considering not renewing due to poor digital experiences, or poor customer service (19%), only a little below those making a change due to rising premiums (28%).
While most (69%) insured consumers have used their provider’s app or website in the past year, satisfaction is far from guaranteed. Insurers apps are falling flat for consumers, with two in five (39%) saying that their insurer’s app or website is not as good as others they use, and 31% finding the experience frustrating.
Content is the biggest pain point, with nearly half (45%) feeling overwhelmed by the amount of information provided and a third (34%) finding it hard to access the information they need. The poor user experience of some apps and websites exacerbates these issues, with two in five (37%) reporting problems with interface quality and speed.
These disappointing digital experiences are putting retention at risk, with poor customer service (37%), poor technical reliability (28%) and dissatisfaction with app or website experience (24%) driving disengagement and impacting decisions to stick or switch.
While poor experiences drive customers away, their first impressions of an app or website set the tone and build lasting trust. A smooth, secure and purposeful onboarding process is the most influential factor in building confidence among consumers (41%), with high-quality experiences in terms of speed (33%), quality (29%), and personalisation (27%) also playing important roles.
Rob Verheul, CEO at Graphite Digital, said: “While cost remains critical, the future of health insurance will be won or lost on customer experience. Consumers’ experiences shape their perception of health insurers, with clunky processes, confusing platforms and a lack of value proving to be just as decisive as an unaffordable premium in driving customers away while exceptional experiences build lasting trust.
“Insurers’ digital platforms may be falling flat, but they can set things right by shifting their focus from cover to connection. Investing in pivotal trust moments like onboarding and claims, as well as creating additional value through personalisation and relevant, visible preventative content, could be the difference to winning or losing on the battleground of retention.”
Graphite Digital’s top tips for insurers who want to shape up their digital experiences:
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Put user needs ahead of organisational silos
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Create design journeys that feel consistent and intuitive across channels
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Invest in onboarding and claims as relationship-defining moments
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Make preventative, everyday value visible through digital touchpoints
The full report – Redefining digital experience in health insurance – contains more insights on digital experience in health insurance, along with further detail on strategic opportunities and practical recommendations from experts at Graphite Digital. Download here.
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