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Health insurers have low customer satisfaction scores but new entrants such as Oscar may be forcing them to change.

Simplifying the healthcare system and making it easier to navigate is becoming an imperative for health insurers as they face the threat of losing membership to well-funded startups who—instead of redefining complicated terms like “deductible”—are just getting rid of them. It’s also becoming more important as healthcare costs continue to squeeze employers and individuals alike.

The companies seem to be figuring out that they need to change in fundamental ways:

“If you just automate the experience as it is today, you’re just going to get a faster bad process,” [Gregory Brown, a divisional senior vice president at Health Care Service Corp.] said. “That’s not what we’re looking for. Redesign your process with your actual customer in mind first.”


Modern Healthcare

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