5 Member Insights from our Consumer Experience Survey
Part 3: Members to Health Plans: “When you communicate with me, please make it personal and timely.
74% of insured Americans want personalized recommendations immediately after a medical appointment.
This key finding from our recent survey of more than 1,900 insured Americans, conducted by The Harris Poll, highlights a significant and ongoing shift in consumer expectations for healthcare experiences. Patients no longer want to wait for guidance or sift through generalized health advice. Instead, they expect real-time, tailored recommendations that help them take the next best step in their care.
The desire for personalization goes well beyond specific post-appointment care recommendations. 83% of consumers say personalized alerts would encourage them to use wellness programs more often. And 45% say they would be more likely to follow health and wellbeing recommendations from their insurance plan if they were delivered in real time and personalized to their specific health profile.
The lesson is clear: Healthcare organizations that provide personalized information at the right time—whether it’s a reminder to schedule a screening, a recommendation for a relevant wellness resource, or a proactive check-in about a chronic condition—are more likely to engage their members.
But today’s healthcare consumer experience often doesn’t align with these expectations. Among those who receive recommendations from their health plan, 59% say they receive automated messages or generic advice. While these communications mechanically check the box for outreach, they fail to create the kind of meaningful engagement that drives behavior change and better outcomes.
This need for personalization is particularly critical for those managing chronic conditions and other high-risk health concerns. Patients who receive proactive, customized support are more likely to adhere to treatment plans, stay on top of preventive care, and avoid costly complications. Yet many health plans still rely on broad, one-size-fits-all engagement strategies, missing the opportunity to provide more precise, AI-driven, and context-aware recommendations that meet members where they are.
The Expanding Role of AI
AI has emerged as a key enabler of this shift toward intelligent, personalized healthcare experiences. Consumers are increasingly open to AI-driven guidance, with 63% of Americans saying they would be comfortable using AI to improve recommendations related to weight management, stress reduction, and sleep. Additionally, 59% trust follow-up care recommendations from an AI-powered assistant, indicating that members see AI as a tool that enhances their ability to make informed decisions.
Here’s the takeaway: By leveraging AI, connected technology, and intelligent engagement strategies, health plans can deliver the kind of tailored, real-time support that consumers expect, improving satisfaction, driving better adherence, reducing costs, and ultimately improving outcomes. The demand for real-time, tailored support and personalized, proactive engagement is now the new standard. Health plans that can meet this challenge will differentiate themselves in a crowded market by building the future of healthcare that their members now already demand.
Next Up
In part 4 of our blog series, 5 Member Insights from a National Harris Poll Survey, we’ll take a closer look at the surprisingly positive attitudes consumers have toward AI that our Consumer Experience Survey revealed.
See for yourself how our intelligent, connected health experience is guiding members to better health and the “Next Right Thing to Do” for their wellness journey. Book your demo today.