Digital customer dialogue of the future – part 3
In our blog series “Digital customer dialogue of the future,” we take a look at the digital future. Part 3 focuses on health: How important is digital innovation for health insurance companies? And how does digital innovation affect the dialog with their customers? This blog article aims to provide clarity on this topic.
How health insurance companies will support their customers in the future
Three future scenarios based on the W.I.R.E. study and what they mean for health insurance companies. Here we are shedding light on the key findings of the study conducted by W.I.R.E. for BSI.
- Platforms are powerful: Platforms are relevant for health insurance companies when it comes to prevention care management, self-help groups for diseases like diabetes or depression, or as digital health workers. “More and more, customers are turning into product managers. Abundant opportunities for innovation are emerging, particularly in the supplementary insurance business,” says Karlo Lovric, BSI Health Expert.
“More and more, customers are turning into product managers.”
Karlo LovricBSI Health Expert
- The Fourth Dimension: The delivery of content and messages is shifting: to the virtual space, as well as to the physical space that has expanded and now has digital interfaces. An example is CSS’s virtual physical therapy coach. In a “mixed reality,” patients get instructions for their therapeutic exercises through their smart glasses. With Benecura, Swica has launched a medical app that guides patients through the symptom check and provides individualized recommendations on next steps.
- Kill the Noise: While companies can increase their message frequency and visibility in the market with robotic automation, this can lead to sensory overstimulation in customers. “It is important to determine what a customer wants and permits, and it is critical for sustainability, trust, and added value to be central concepts,” Karlo Lovric believes. He makes a case for fewer but more targeted and personalized touches that provide added value to customers.
Three digital areas of activity for health insurance companies
The study’s scenarios offer central areas of activity that provide opportunities for health insurance companies to contribute actively to the development of digitization.
- The basic structure for the customer experience of the future: “Most health insurance companies still work on full data and system integrity that also includes leads and all marketing data and meets the new data protection requirements,” explains Karlo Lovric. There are many tools, particularly in marketing, that companies continue to use very inconsistently.
- Get to know your customers better: The individual willingness to provide information varies widely. Legally, performance data cannot be used for marketing purposes. “But if it means that they will have a more pleasant hospital stay or get better care, customers are definitely willing to share certain information,” says Karlo Lovric.
“If it means that they will have a more pleasant hospital stay or get better care, customers are definitely willing to share certain information.”
Karlo LovricBSI Health Expert
- The development of an ecosystem: Collaborative arrangements with new partners are becoming more important. Integrated services that comprise the hospital, physician, and insurance can be attractive to customers. In these cases, customers are becoming the innovation drivers: They decide which services are developed.
- The only health insurance companies that will survive are those investing in digital innovation.
- New providers that consistently take their customers’ perspective and solely count on digital channels and the web will shake up the supplemental insurance business.
- Digitization should be understood as providing better customer experiences and customer-focused real time responses – as a future strategy with the customer at the center.
“Customers are becoming the innovation drivers: They decide which services are developed.”
Adrian BucherCommunity Manager Health
All articles in the blog series "The digital customer dialogue of the future"
- Part 1: The study
- Part 2: Man vs. Machine in the banking sector
- Part 3: How health insurance companies will support their customers in the future
- Part 4: Differentiation through brain power – How storytelling can save the digital marketing of the future