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Our Take

Improving Member Portal Design and Marketing

Findings from the 2020 Health Plan Tools survey

Health plan executives are investing to improve their member portal design and marketing techniques. While member portals are not a new concept, there is renewed interest among health plans in both improving the design of their portals and communicating the portal’s value to members. As consumers become more accustomed to incorporating digital technology into all aspects of their lives, health plans should harness the opportunity to drive self-service using member portals.

The Advisory Board surveyed over 3,500 consumers to determine what they want from their health plan portal. The survey results uncovered three reasons why portals aren't being utilized and what plans can do to remedy the problem.



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AFTER YOU READ THIS

1. You'll understand why health insurance portals lag other industries.

2. You'll discover which portal features and tools are most desired by members.

3. You'll learn how to improve portal design and marketing to drive up utilization.

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