Guiding Principles to Satisfy the Growing Digital Appetite of U.S. Health Insurance Members

Cognizant U.S. HEALTH INSURANCE MEMBERS SPEAK: KEEP DIGITIZING THE FRONT-OFFICE! Health plan members across all age groups are increasingly partaking of all things digital - and they are more willing than ever before to share their health data. Here's what health insurance members told us they expect from payers on the front-office digitization front and what we believe payers should do to keep pace with their customers' growing digital appetites. Our 2018 biennial survey of 2400 consumers of U.S. health plans revealed their growing appetite for digital. While web still dominates as the top digital channel, consumers are increasingly progressing in their adoption of adoption of mobile, social, wearables, self-service capabilities, compared with two years ago, when we conducted our last study. While seeking more self-service tools, customers are also turning increasingly willing to share their health data. Indicators of Growing Customer Appetite for Digital 1 Increased Mobile Uptake Evidenced Across Transaction Categories 70% 60% Wellness Personal Health Records 60% 53% 14% 5% ID Cards 2018 11% 4% 2016 Claims 8% 1% Payments Response base: 1,600 commercial members across 50 states Source: Cognizant 2 2 Increasing Member Engagement with Social 2018 H) 2016 34% 34% 29% 25% 16% 17% 16% 10% Use of social Email from insurer Social media is network to gather plan information to gather plan information Frequent visits, likes and posts to insurer's social media pages extremely influential in my purchase decisions Response base: 1,600 commercial members across 50 states Source: Cognizant 3. 3 Members' Increasing Willingness to Share their Health Data 2018 2016 o00 65% 60% 52% O00 39% 44% 31% 29% 27% 7% 7% 6% 4% Transmitting vitals tracked Transmitting health status Transmitting health status tracked via Transmitting vitals tracked Share wearable Prefer to receive incentives for tracked via mobile information with payers via mobile healthy behavior based on via web web wearable data Response base: 1,600 commercial members across 50 states Source: Cognizant 4 Digital Self-Service Features Preferred by All Age Groups 69% 63% 49% 49% 18-25 26-35 36-49 50-64 Note: 2018 data only. Response base: 1,600 commercial members across 50 states Source: Cognizant 5 Substantially Increasing Digital Satisfaction 74% 66% ***** 2016 2018 Response base: 1,600 commercial members across 50 states Source: Cognizant Guiding Principles for Digitizing Payers' Front Office Members' taste for digital is growing stronger. Payers that raise awareness of and serve up the digital tools healthcare consumers want will be positioned for near-term success as well as long-term relevance in a dynamically evolving industry. The following principles will guide payers to digitally transform their front office to meet the demands of digital-savvy members: Begin with consumer experience: Reimagine and design experiences to simplify the user journey for prospects, members, providers, brokers and groups. Simplify product development process and benefit portfolio: Embrace smart workflows and leverage automation to optimize product development and accelerate speed-to-market. Operate smarter using Al and automation: Enable personalization by identifying targeted, cross-functional service capabilities, and designing highly-automated processes to improve operational efficiency. Select a consumer-oriented technology platform: Evaluate and select technology platforms that enable future state capabilities and cross-functional processes. • Make internal and external user adoption a top priority: Develop a sound execution strategy and foster adoption through awareness campaigns and member incentives. Establish a joint business and tech governance model: Propel business-driven, continuous innovation using a collaborative, cross-functional, consumer-focused governance model. To learn more, read our whitepaper "Extending the Case for Digital: Health Plan Members Speak." www.cogniz.at/extendingthecasefordigital Codex 3970