A notably picky species, American consumers have varying preferences for communicating with their health insurers and receiving their bills, a new study found, which means there's a lot of potential for consumer engagement.
A 1,000-person poll commissioned by communications firm Pitney Bowes found 46 percent of respondents prefer getting their health insurance bills and correspondence via physical mail, while 38 percent want to receive it in the mail and online. Older respondents were as likely as younger ones to want their bills both physically and digitally.
"Companies must embrace new and innovative ways to interact with customers," said Grant Miller, VP of global strategic product management at Pitney Bowes. "A hybrid, multi-channel communication platform should be deployed to ensure members have access to timely, relevant content via their channel of preference."
Knowing that consumers old and young are open to digital communication, and with new data and automated marketing tools, there's a lot of potential for insurers to engage members and even help them make better lifestyle choices that improves their health, Miller said.
[See also: Top 9 strategies for health plans to engage members]
Other notable findings from the poll:
- 82 percent of respondents said they trust their health insurers;
- 78 percent of respondents said they'd prefer to talk to insurers over the phone rather than asking billing or statement questions via email, live online chat or physical mail.
- 41 percent of respondents, especially younger people, said they'd like to receive information on health improvement;
- 58 percent said their insurer offered wellness programs;
- 20 percent said they aren't offered wellness programs and 22 percent weren't sure; and
- 51 percent of respondents who have access to a wellness program are using them.