Payers and Providers Focused on Engagement, But Consumers’ Interest in Price Information Still Not Addressed

With the rise in consumer engagement, health plans and providers are making investments in technology and services in order to provide patients with more useful and timely information. The ultimate goal is to help facilitate patient decision making, in an era of increased financial responsibility on the part of consumers. What are the results so far?

A recent white paper provided the results from a survey of nearly 90 payers, 250 providers (hospitals), and 800 consumers. The paper reveals “concerning gaps between what payers and providers think they’re achieving and what consumers are actually experiencing.”

80% of payers and 72% of providers said “investment in consumer engagement was a top priority” for them. Drivers of change included the transition to value-based care, competitive pressures, and “consumer demand for a more retail-like experience.”

However, while payers and providers are spending as much as a third of their health care information technology dollars on consumer engagement, nearly three-quarters of consumers polled told interviewers, “their experience with providers and health plans hasn’t improved—or has worsened—over the last two years.” Only 21% of consumers indicated their care experience had improved in the previous year.

Cost Information a Top Priority for Patients

Providers are focusing their investments in departments and functions that have a “high degree of personal interaction with patients,” such as ambulatory/outpatient services and inpatient services. Providers said the majority of their consumer-centric investments went toward software solutions (28%), followed by in-person and website investments (both 18%).

Payers, similarly, are focusing on customer service, member education, and marketing departments, with primary investments made in websites, call centers, software, and mobile apps.

Notably, cost information is a “top priority for patients, because they’re increasingly responsible for the cost of their medical care.” However, less than 20% of providers have developed cost-of-care education programs or post prices publicly. And among payers, 80% do not yet provide cost transparency tools.

This paper shines a spotlight on the continuing inability of patients to access the information they want most – pricing and cost data. Consumers are telling their providers and payers what they want; technology alone will not solve the problem. What will it take for the system to respond? Providers and payers are increasing their consumer engagement related to care management, especially with websites, apps and other technology. But as consumers have increased financial responsibility for their care, they will need better information on what their care will cost, ideally before they incur the care.

In general, there is an “alarming engagement gap between consumers, providers, and payers.” But the gap “can be closed if providers and payers would tailor experiences to what consumers want, promote adoption of services and technologies, and solicit feedback.”