Paragon's recent whitepaper, “Point of View in Consumer Centricity,” discusses many of the most important issues related to consumer centricity for healthcare payers in the modern economy. The health industry continues transitioning toward a more consumer-driven model, and healthcare payers must acclimate to this shift if they want to keep their footing in the marketplace. Consumer centricity in healthcare has become a necessary concern for healthcare payers working to maintain a positive reputation and hang onto their members while still keeping costs down. This means offering products and services that are not only functional to the consumer, but that also provide a positive experience and palpable value. This whitepaper describes several scenarios that typify consumer centricity, explains various concepts related to the delivery of consumer-centric products for the healthcare market and illustrates the positive aspects of this model for payers and consumers alike.
The Value of Building Relationships with Consumers
There is no denying the fact that medical costs continue to rise for consumers and healthcare providers. With these rising costs, it is necessary for healthcare payers to enable consumers to manage their health more successfully, and to make healthier and more budget-friendly decisions overall. Healthcare consumer centricity is integral to building this kind of relationship between payers and consumers. Healthcare payers must offer their members useful information in their communications, and work to build trust through meaningful products and a positive consumer experience. In return, healthcare payers can achieve the kind of loyalty among their members that leads to long-lasting relationships, word-of-mouth advertising and positive brand recognition in the marketplace.
How to Build Consumer-Centric Relationships in Healthcare
Historically, the relationships between consumers and healthcare payers have tended to be antagonistic and ultimately counterproductive. This doesn’t have to be the case, though, if payers work to provide the kind of positive experiences, useful services and productive interactions that build loyalty and leave a lasting impression on their members. Achieving consumer centricity for healthcare payers requires creating products and services that support their members throughout the healthcare payment lifecycle. Supporting members has long consisted solely of transactions such as submitting claims, accessing information about member benefits and retrieving data on qualifying providers. These tasks are only the bare minimum, though, and do not necessarily provide any kind of positive experience for the consumer. Healthcare payers must now work to offer their members better tools to help them manage their own healthcare and wellness more successfully, and more useful products that provide more value than just the bare minimum.
A Look to the Future of Consumer Centricity in Healthcare
Healthcare payers will need to pay more attention to the changes in their industry in order to stay afloat during this transitional time. With healthcare reform taking place across the country, and more consumer-directed health plans available for individuals, families and groups to choose from, healthcare payers cannot simply operate on auto-pilot. As this whitepaper explains, it will become more and more necessary in the coming years for healthcare payers to provide relevant information and useful tools that empower the consumer rather than keep them in the dark. This means focusing sharply on the lifestyles their members are living and the behaviors they are engaging in on a daily basis. By engaging consumers with mobile healthcare tools and providing access to cutting-edge technology, such as biometrics that provide more useful information to help people manage their health more successfully, payers can build stronger and longer lasting relationships with their members. Engaging consumers also provides healthcare industry insiders with more useful information about consumers and their routines, so they can continue to develop more appropriate products and services in the future.