Health technology should be as intuitive as checking email. This is the expectation of modern healthcare consumers who want to manage their health plans and access care with the same ease they experience in other aspects of their digital lives.
At BlueCross BlueShield of Tennessee, we’ve seen a significant shift in how members interact with their healthcare providers and insurance plans. Telehealth usage has skyrocketed by 176% over the past three years, demonstrating a clear preference for remote consultations that are both convenient and safe. Mobile apps have become the primary means for members to check claims and benefits, with many appreciating the ability to easily track their deductible status or check on prior authorizations through their smartphones.
Key Findings on Digital Health Tools
Our members have made it clear what they expect from digital health tools:
- Information should be easy to find and actions should be straightforward
- They want to choose how they receive communications from us
- They expect personalized, timely prompts related to their care
- Their data must be secure and protected from cyber threats
To address these expectations, we’ve implemented several key strategies:
- User-centric design informed by usability studies to ensure intuitive navigation
- Multiple digital channels including email, text, push notifications, and in-app messaging
- Personalized messaging customized to individual health journeys
- Multi-factor authentication to enhance data security and streamline access
Enhancing User Experience
