It’s no secret amongst payer executives that digitally engaged members are more likely to schedule preventive care appointments, adhere to prescribed treatments, and are more likely to avoid costly emergency interventions and experience better health outcomes, overall. This enables payers to also reap substantial benefits – particularly in efficiency, cost management, and long-term profitability.
As healthcare payers continue to prioritize digital transformation, ensuring accessibility is essential, not just as a compliance measure, but as a cornerstone of equitable healthcare delivery.
Cognitive, communication and motor decline make it more difficult for older members or those with disabilities to use digital tools designed for the general population. So, when creating digital tools or functions, it’s critical that they be accessible by all members. However, the reality of accessibility across members can vary depending on various demographics such as age and health status. Members of an older demographic may not have the technological skills foundation to navigate digital tools like the general population and the presence of chronic health conditions or disabilities could impact how they use digital tools.
Discovering Unique Member Needs
In a recent Member Engagement survey, we found that overall, 20% of members do not engage with their health insurance plan via digital tools. Amongst the leading reasons for not engaging with their plans’ digital tools include usability issues and technical barriers, which was expressed by 10% and 11% of members, respectively.
These findings indicate that plans are not doing enough to ensure their tools are accessible to those with lower technical experience or those who may have health conditions that limit their ability to utilize digital tools. By understanding their members, payers can improve accessibility and usability of digital tools to improve overall engagement and ensure all members can experience the benefit of digital engagement functions.
Embedding Accessibility in Digital Transformation
Accessibility must be embedded at the design stage of digital tools and account for the diverse needs of all members from the outset. By adhering to the Web Content Accessibility Guidelines, payers can create digital experiences that are perceivable, operable, and understandable for everyone. This includes providing text alternatives, sufficient color contrast, keyboard navigation, plain language, simplified navigation, and accessible multimedia content. Regular accessibility testing throughout the design, development, and post-launch phases ensures ongoing usability for members with disabilities.
Consider how you can improve usability to meet these unique needs. Offer simplified portals, with easy access to most used functions, such as claims management, provider searches, and plan details. Incorporating accessibility elements such as screen readers in apps, simplified language, ASL-friendly video tools and voice-activated support to meet varied user preferences.
Most importantly, ensure your digital tools have taken accessibility UX considerations in their design and functionality so that members with limited technical experience or health conditions that limit their abilities have equal ability to utilize digital functions and experience their benefit.
Digital Functions for Equitable Healthcare Delivery
Payers can take accessibility to the next level by tailoring digital tools to accommodate members’ specific needs. For instance, members with transportation challenges could benefit from easy-to-use transportation arrangement functions, a tool to arrange for home delivery of prescriptions, or improving access to telehealth.
Members are more likely to express loyalty to their plan provider when they perceive them as supportive partners in their health journey. By tailoring members’ toolsets to accommodate their specific needs would not only improve digital engagement, it could improve member retention.
By knowing what your members need, you can build digital tools that empower them to take charge of their health care and realize the value their plan provides.
The ROI of Accessibility in Digital Engagement
Healthcare payers can gain significant benefits by incorporating accessibility into their digital engagement strategies. Accessible platforms improve overall member satisfaction, reduce churn, and expand the reach of engagement tools to a broader audience. Coupled with omni-channel solutions, accessibility ensures payers achieve their goals of delivering equitable, proactive, and personalized care experiences.
Accessibility also drives trust. By demonstrating a genuine commitment to inclusivity, payers solidify their reputations as member-focused organizations invested in the well-being of the communities they serve.
Final Thoughts
Accessibility is not only a legal and ethical responsibility but also a strategic advantage in expanding digital engagement for healthcare payers. By prioritizing user-centric design principles, adopting omni-channel engagement, and implementing ongoing evaluation systems, payers can create a seamless, inclusive experience for all members.
For organizations looking to assess the accessibility of their existing digital tools or seeking expert guidance in redesigning their UX, reach out to learn how we can help you achieve compliance and create meaningful engagement at every touchpoint. Together, we can build a future where accessibility is central to digital health innovation.