{"id":48145,"date":"2021-06-28T04:00:31","date_gmt":"2021-06-28T11:00:31","guid":{"rendered":"\/us\/en\/blog\/?p=48145"},"modified":"2025-07-02T01:52:00","modified_gmt":"2025-07-02T08:52:00","slug":"consumerization-in-healthcare-what-it-means-for-payers","status":"publish","type":"post","link":"\/us\/en\/blog\/consumerization-in-healthcare-what-it-means-for-payers\/","title":{"rendered":"Consumerization in healthcare: What it means for payers"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Highlights:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Healthcare consumerization has given members greater power over their healthcare experience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To retain members and create a better member experience, payers need to leverage healthcare consumerization<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Unified communications platforms help payers deliver a better member experience by making it more efficient and personalized<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">The concept of consumerization might have started off in the realm of IT, but it\u2019s moved into healthcare. Healthcare consumerization has an impact on the entire patient experience, including how members interact with healthcare payers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\t\t\t<\/p>\n<div class=\"rc-bottom-cta rc-bottom-cta__landscape\" style=\"background-color:#FF8800;flex-direction: row-reverse;\">\n<div class=\"bottom-cta-img\">\n\t\t\t\t\t<img decoding=\"async\" width=\"930\" height=\"621\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/06\/consumer-centricity.png\" class=\"responsive-image\" alt=\"5 steps to ...\" \/>\t\t\t\t<\/div>\n<div class=\"bottom-cta-copy\">\n<div class=\"rc-bottom-cta__text\" style=\"color:ffffff;\">\n<h3\n\t\t\t\t\t\t\t\tclass=\"rc-bottom-cta__title headline-copy\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t><\/span><span style=\"font-weight: 400;\">5 steps to consumer centricity for healthcare payers<\/span><span style=\"font-weight: 400;\"><\/h3>\n<\/p><\/div>\n<div class=\"rc-bottom-cta__btn-wrapper\" style=\"\">\n\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\tclass=\"btn btn-primary btn-lg rc-bottom-cta__link\"\n\t\t\t\t\t\t\t\ttitle=\"Get it now\"\n\t\t\t\t\t\t\t\thref=\"https:\/\/netstorage.ringcentral.com\/documents\/consumer_centricity_healthcare_payers.pdf\"\n\t\t\t\t\t\t\t\tdata-dl-name=\"Get it now\"\n\t\t\t\t\t\t\t\tdata-dl-element=\"button\"\n\t\t\t\t\t\t\t\tdata-dl-additional-info=\"bottom cta banner\"\n\t\t\t\t\t\t\t\tdata-no-auto-dl=\"true\"\n\t\t\t\t\t\t\t\tstyle=\"\"\n\t\t\t\t\t\t\t\tonmouseover=\"\"\n\t\t\t\t\t\t\t\tonmouseout=\"this.style.backgroundColor='';this.style.borderColor='';this.style.color='';\"\n\t\t\t\t\t\t>Get it now<\/a>\n\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p>\t<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read on to learn about the impact of healthcare consumerization on the member experience and how the right technologies can improve the member experience.<\/span><\/p>\n<h2><b>What is healthcare consumerization?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Traditionally, the medical establishment has been largely in control of decisions regarding medical care and patient wellness. Healthcare consumerization is shifting control over to the patient. According to analysts at UBS,<\/span>\u00a0<a href=\"https:\/\/www.ubs.com\/global\/en\/investment-bank\/in-focus\/covid-19\/2020\/consumerization-of-healthcare.html\"><span style=\"font-weight: 400;\">healthcare consumerization<\/span><\/a><span style=\"font-weight: 400;\"> refers to the trend of people influencing and controlling their medical care and wellness.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The following factors have spurred the trend toward healthcare consumerization:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Higher healthcare costs<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An aging population with greater needs for healthcare services<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Advances in technology that make it easier for consumers to access information and for players in the healthcare space to deliver products and services<\/span><\/li>\n<\/ul>\n<h2><b>Healthcare consumerization and the healthcare plan member experience<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Healthcare industry analysts note that the global healthcare crisis accelerated healthcare consumerization. However, even before that crisis unfolded, payers faced pressure from consumers to deliver a better member experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an interview published at the end of 2019, PwC analyst\u00a0<\/span><a href=\"https:\/\/healthpayerintelligence.com\/news\/in-2020-consumerism-will-steer-payer-decisions-in-deals-spending\"><span style=\"font-weight: 400;\">Ben Isgur<\/span><\/a><span style=\"font-weight: 400;\"> explained that consumers have long been skeptical regarding whether large payers are acting in their best interests. The high premiums and deductibles they pay make it hard for them to see that the payers are working for them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What do members want out of their experience with payers?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Greater efficiency<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The ability to seamlessly navigate the care experience<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Greater payer understanding of their needs, situation, and history<\/span><\/li>\n<\/ul>\n<h3><b>Greater efficiency<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Today\u2019s members want an efficient experience. They don\u2019t want to wait on hold, nor do they want to be transferred over and over again while someone tries to help them. An efficient member experience has benefits for payer organizations in addition to members; McKinsey research\u00a0<\/span><a href=\"https:\/\/healthcare.mckinsey.com\/great-customer-experience-win-win-consumers-and-health-insurers\/\"><span style=\"font-weight: 400;\">shows utilizing self-service capabilities saves organizations money<\/span><\/a><span style=\"font-weight: 400;\"> because members are able to find the answers they need to their problems on their own.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-48146\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/06\/consumerization-healthcare-payers.jpeg\" alt=\"RingCentral for healthcare payers\" width=\"930\" height=\"620\" \/><\/p>\n<h3><b>Seamless navigation across multiple channels<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">In addition to an efficient member experience, consumers want seamlessness. When they contact their healthcare payers, they expect more than one\u00a0<\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/top-8-channels-for-payer-member-communication\/\"><span style=\"font-weight: 400;\">channel of communication<\/span><\/a><span style=\"font-weight: 400;\"> (and they should be able to switch between those channels during the same interaction). Those channels should be consistent, too. A member should have the same positive experience regardless of which channel they use.<\/span><\/p>\n<h3><b>Deeper payer understanding<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s take another look at the member experience from the member perspective. When members contact your payer organization, they want the payer to recognize their history as a member. Members also expect that the payer knows what\u2019s going on with their lives. If they\u2019ve put in a claim for physical therapy, the payer should know that (and why the member needed the physical therapy).<\/span><\/p>\n<h2><b>How can payers deliver a better member experience?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">One of the cornerstones of a better member experience is improved communication. Improved communication, in turn, requires the right technology. A\u00a0<\/span><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/healthcare-communications-cloud-phone-systems.html#payers\"><span style=\"font-weight: 400;\">healthcare communications and collaboration platform<\/span><\/a><span style=\"font-weight: 400;\"> improves the member experience by:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Streamlining communication<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing internal collaboration within the payer organization<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Building stronger relationships with members<\/span><\/li>\n<\/ul>\n<h3><b>Streamlining communication<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A unified communications platform brings together telephony, video conferencing, chat, and file-sharing capabilities into one place, which streamlines communication.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a unified communications platform, members have more freedom in how they connect with the payer organization. In addition, payers can configure the communications and collaboration platform to route calls to specific agents in its <a class=\"waffle-rich-text-link\" href=\"https:\/\/www.ringcentral.com\/contact-center.html\">contact center<\/a>, so members feel a sense of continuity and have their issues addressed by the right payer employee on their first contact.<\/span><\/p>\n<h3><b>Increasing internal collaboration within the payer organization<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">To make clear the importance of internal collaboration within the payer organization, we\u2019ll illustrate with an example.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jackie submits a claim for a hospital visit for a broken arm. It makes its way to her healthcare payer. However, it gets stuck with one team member. That team member doesn\u2019t have the right information to process the claim. More to the point, the team member doesn\u2019t have a way to connect with the right people to answer the questions that would allow the claim to move forward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A communications and collaboration platform solves that problem. It offers telephony, video conferencing, chat, and file-sharing, so team members can easily, quickly, and securely share information with one another to complete tasks more efficiently. A presence indicator shows when a team member is available to help.<\/span><\/p>\n<h3><b>Building stronger relationships with members<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A unified communications platform helps build a stronger relationship with members by:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Routing them to a dedicated customer service representative<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offering self-service options so members can find the answers to their questions on their own and save time<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Integrating trusted business applications such as CRMs so employees have a full picture of the member\u2019s situation<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Members want to feel that they matter to payers. They don\u2019t want to feel like they\u2019re just another number. Connecting them to a dedicated customer service representative who has information about them is one way to do that; offering convenient ways to find information is another.<\/span><\/p>\n<h2><b>Create a better member experience with RingCentral<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">RingCentral\u2019s unified communications platform for healthcare helps build a better member experience with a variety of communication channels, robust collaboration tools, and self-service capabilities. To learn more, <\/span><a href=\"https:\/\/www.ringcentral.com\/office\/industry-solutions\/healthcare-payer.html#SFForm\"><span style=\"font-weight: 400;\">request a demo.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Highlights:\u00a0 Healthcare consumerization has given members greater power over their healthcare experience To retain members and create a better member experience, payers need to leverage healthcare consumerization Unified communications platforms help payers deliver a better member experience by making it more efficient and personalized The concept of consumerization might have started off in the realm &#8230;<\/p>\n","protected":false},"author":292,"featured_media":48147,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18674],"tags":[16334,1682,7534],"class_list":["post-48145","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare","tag-communications-and-collaboration-platform","tag-healthcare","tag-unified-communications-platform"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Consumerization in healthcare: What it means for payers | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Healthcare consumerization pressures payers to deliver a better member experience, and a unified communications platform helps.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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He focuses heavily on how cloud-based communication, collaboration, and contact center solutions can enable providers, payers, and life science organizations to reimagine patient and client engagement, cross-functional team agility, and operational workflow efficiency.","sameAs":["https:\/\/Ringcentral.com"],"url":"\/us\/en\/blog\/author\/lance-mehaffey\/"}]}},"rc_img_url":"\/us\/en\/blog\/wp-content\/uploads\/2021\/06\/consumer-healthcare.jpeg","rcblog_by_author":"<a href=\"\/us\/en\/blog\/author\/lance-mehaffey\/amp\" data-dl-events-click=\"true\" data-dl-element=\"link\"><span class=\"image\"><img src=\"https:\/\/secure.gravatar.com\/avatar\/3515b4bfc2170f6873b43016cada4aca3fb2d79566c22517f1d39f424d9be6dd?s=96&d=mm&r=g\" alt=\"\" width=\"30\" height=\"30\" layout=\"fixed\"><\/img><\/span><span class=\"by-author-name\">Lance Mehaffey<\/span><\/a>","rc_author_full_name":"Lance Mehaffey","rc_author_avatar":"\/us\/en\/blog\/wp-content\/uploads\/2023\/02\/Lance-Headshot-11-21-22.jpg","rc_author_link":"\/us\/en\/blog\/author\/lance-mehaffey\/amp","rc_post_categories":"<a href=\"\/us\/en\/blog\/category\/verticals\/healthcare\/amp\">Healthcare<\/a>","amp_link":"\/us\/en\/blog\/consumerization-in-healthcare-what-it-means-for-payers\/amp","excerpt_title":"Consumerization in healthcare: What it means for payers","_links":{"self":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/48145","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/users\/292"}],"replies":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/comments?post=48145"}],"version-history":[{"count":0,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/48145\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media\/48147"}],"wp:attachment":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media?parent=48145"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/categories?post=48145"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/tags?post=48145"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}