ARLINGTON, Va. – Payers need to embrace technology-based initiatives and offer digital options to consumers to keep up with changes in the healthcare industry, according to a report by PwC’s Health Research Institute.
“Many insurers’ moves toward value-based care have been tentative, their attempts to appeal to consumers have missed the mark, and their adoption of technology has been uneven, and, at times, misguided,” the report said.
The report solicited responses from more than 100 insurance executives, as well as data from more than 1,700 American adults. Interviews with healthcare leaders were also incorporated.
In the report, PwC’s HRI identified five models for the health insurer of the future: consumer advocate; bridge connector; lean operator; analytic sensor; and care integrator.
“To succeed in these uneven times, health insurers should make choices now about business model changes that will position them to prosper in the future,” said the report.
The report said that the health insurer of the future should pair thoughtful digital tools used directly by consumers with technology investments that enhance interactions between client-facing employees—like customer service agents or care managers—and consumers.