Health Plan Mobile Benchmarking Shows Room for Improvement in Insurer Member Apps
Corporate Insight’s most recent survey of approximately 500 mobile health plan app users in May 2018 collected data on member app usage and on users’ feelings about different app functionalities. Our data supports the industry trend of rising importance of member apps, with 83% of respondents deeming them “very important” or “extremely important” on a five-point importance scale. In addition, 63% of respondents indicated that they logged into their insurers’ apps within the last six months, which marks a 20 percentage point increase in usage compared to our 2016 survey. Indeed, the data shows that insurance members are becoming more mobile-savvy.
2018 survey respondents considered the most important functionalities in the member app experience to be coverage and health information (81% rated this “very important” or “extremely important”), prescription management (76%), and design and usability (75%). Moreover, many respondents also indicated that they had actively looked up their prescription history (36%), plan information (26%) and coverage and benefits (25%) within the last six months. With plan members using health insurer apps increasingly often, health plans have an opportunity to increase member satisfaction by revamping the mobile experience in several key areas, notably digital care and prescription management.