The Dolphin Group, a new think tank focusing on technology issues facing health plans, hosted a webinar to discuss what health plans need to do to develop an effective web strategy. One important theme discussed was the need to communicate different messages to internal and external constituents, such as employers, providers, and members. Participant Bruce Madderhorn, director of eComerce at Affinity Health Plan in New York, said, "If the development of a comprehensive web strategy doesn't have the buy-in of every potential participant, the solution becomes incomplete and loses relevance."
Another issue raised was the impact of the consumerization of healthcare. Consumers are starting to have more control and financial responsibility for their health insurance, whether they like it or not. This is leading to consumers demanding greater personalization and improved customer service from their plans.
[Ed. note: Along with Madderhorn, Scott Taizun of IDC and yours truly, FierceHealthcare editor Matthew Holt, participated in the webinar.]
- see this press release from The Dolphin Group