At Bleu, we spend a lot of time researching trends and industry forecasts. It’s part of our due diligence to provide the best advice and create the most effective campaigns for every project. As we move into 2015, there is one industry that we’re keeping a close eye on: Healthcare. Why? Because in 2015 healthcare will be spending big money on new technology.
Since the Patient Protection and Affordable Care Act was signed into law in 2010, the healthcare industry has been changing the way they do business in order to address new government regulations and shifting market dynamics. With over 25 million new customers joining the market for health insurance, individual consumers will grow to 40% of business—disrupting a model that was primarily built to serve customers within employer groups.
Not only will there be more consumers, there will also be greater freedom to choose between different healthcare options. In this increasingly competitive marketplace, the industry is focusing on how to improve the overall customer experience. Areas that will see big change include: reporting and analytics, mobile applications, portals, claims processing, benefits administration, disease and care management, and customer service. There will also be a big push to lower administrative costs through greater automation.
Delivering this seamless customer experience to thousands of individual customers across multiple channels will require a lot of sophisticated software. And the healthcare industry will spend a lot this year to get the robust enterprise technology they need.
…with the Accountable Care Act (ACA) mandates and the recent surge in the growth of Customer Directed Health Plans (CDHP), the health insurance industry must scramble to catch up. In this new world of consumerism for their industry, health insurers must undergo a rapid shift to meet consumer expectations and deliver on B2C levels of customer satisfaction.
In 2015, we can expect healthcare to be marketed to consumers not only with competitive premiums, but also with a better customer experience. While many consumers shopping for health insurance focus on monthly premiums, price is only one side of the equation. Now more than ever customer satisfaction is key to staying competitive. From gathering customer information at every touch point, to having readily available customer resources, to relevant coverage updates, to efficient care, the healthcare industry must be able to support every customer anytime, anywhere.
Some healthcare companies have already adopted this new technology and have begun to market themselves based on improved service. So as 2015 begins to tick away, those who took the “wait and see” approach will need to act quickly to catch-up.
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