What's Happening?
At the 2025 Fierce Health Payer Summit in Nashville, experts highlighted the critical need for health plans to bridge a significant trust gap with their members to effectively engage them through digital
means. Abner Mason, chief strategy and transformation officer for GroundGame.Health, and Dustin Smart, vice president for digital value and performance at Centene, discussed the challenges and opportunities in using technology to enhance member engagement. They emphasized that building trust starts with getting the basics right, such as correctly pronouncing a member's name, which can significantly impact the relationship. Mason pointed out that while other industries have advanced in providing personalized experiences, healthcare has lagged due to regulatory barriers and a lack of willingness to innovate. He compared the healthcare experience to banking, where customer treatment varies based on their financial status, suggesting that healthcare should similarly cater to individual needs. Smart added that technology teams must balance generating value for both the business and the member, using data from health risk assessments to improve care management.
Why It's Important?
The discussion underscores a broader issue in the healthcare industry: the need to modernize and personalize member interactions to keep pace with other sectors. As healthcare companies face increasing pressure to improve patient outcomes and satisfaction, leveraging technology effectively becomes crucial. Bridging the trust gap can lead to better data collection and utilization, ultimately enhancing care delivery and reducing costs. For members, a more personalized and efficient healthcare experience can lead to improved health outcomes and satisfaction. The ability to harness technology for these purposes is vital for healthcare providers to remain competitive and meet evolving consumer expectations.
What's Next?
Healthcare organizations are likely to focus on developing strategies to build trust and improve member engagement through technology. This may involve investing in training for staff to enhance communication skills and adopting advanced data management systems to streamline patient interactions. As regulatory environments evolve, there may be opportunities for healthcare providers to innovate and offer more personalized care solutions. Stakeholders, including policymakers and industry leaders, will need to collaborate to address regulatory challenges and support the integration of technology in healthcare.
