The shift follows the launch of the health insurance exchanges under the Patient Protection and Affordable Care Act, which both took away payer’s abilities to adjust premiums according to health risk and expanded patients’ options for health insurance, reducing loyalty.
This changing landscape makes the most profitable digital strategies for payers those that can retain plan members while keeping those members healthy, according to the report.
Initiatives that have not seen that much traction among members, such as mobile versions of patient portals, have been mostly left behind in favor of biometric tracking initiatives, social media campaigns and payer-owned consumer platforms, according to the report.
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