Want to inflect the cost of health care? You need to change member actions first.

Member decisions about their care impact not only their own health, but also the long-term financial viability of your plan. And although health plans have valuable insight and experience that could guide members, many people are not interested.

This briefing presents five techniques to help plans insert themselves into members' decision pathways and guide behavior to plan-preferred alternatives.

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Changing member behavior is no easy lift

Plans struggle to influence their members' decisions for a couple of reasons:

• First, plans do not position themselves as members' trusted advisors. Members hesitate to take plan advice because they feel that plans don't have their best interests in mind.
• Second, plans complicate an already tricky system by inundating members with information that fails to show members simply and directly what actions they should take.

The following five techniques help plans insert themselves into how members already make decisions, rather than demand that members dramatically shift their current thinking. Read more on p. 4.

1. Begin by being available

Members want immediate access to care, regardless of setting. To avoid members using overly expensive sites of care, plans must make higher-value alternatives more readily available. Read more p. 7.

2. Enhance the value of existing advisors

Plans are unlikely to supersede providers as the primary member advisor, so instead of trying to coach members on their own, plans should find ways to leverage providers in order to direct members to the right support. Read more on p. 9.

3. Focus on one high-priority task, not options

Too many messages about different action items can easily overwhelm members and paralyze their decision-making. Plans should ensure that their messaging to members is focused on recommending one high-priority health action at a time. Read more on p. 11.

4. Make switching easy

Switching providers is daunting. Many members end up staying with the same provider, despite the potential for a better experience and savings with someone else. Plans should make it as seamless as possible for members to make the leap. Read more on p. 13.

5. Communicate loss rather than gain

Members are unlikely to use plan tools unless prompted by a strong emotional response. Plans should explicitly highlight missed savings as a compelling reason for members to act. Read more on p. 15.