Plain language is a key driver of CX high quality in medical health insurance, however solely half of US on-line adults who’re medical health insurance prospects say it’s simple to know their protection. This key indicator has been trending downwards: It was 57% in 2023 and reached a excessive of 59% in 2022. Well being insurers should act now to speak clearly and assist prospects act with confidence.
Construct Worth With Clients By Simplifying Key Moments Via Plain Language
Utilizing plain language helps prospects perceive essential details about their healthcare. It exhibits that well being insurers admire their prospects and wish to assist them — which evokes feelings like feeling valued, appreciated, and revered. These key feelings in flip drive buyer loyalty within the US medical health insurance trade. Moreover, clear communication performs a key function in constructing prospects’ belief of their well being insurer: “Makes data simple to know on their web site” ranked because the second driver of belief for US well being insurers in 2024.
Many corporations suppose they’re speaking in plain language, however usually that’s removed from the reality. At the least 90% of insured US adults need clearer communications from their well being insurer, significantly about coated companies and associated prices. Are your prospects calling you for reassurance? Do prospects repeatedly ask for clarification on the identical phrases? Are the phrases, phrases, or ideas your prospects use to explain their wants and questions totally different than yours? These are some indicators that your communication is just not clear sufficient. The excellent news is that these buyer interactions are additionally a chance so that you can decide which areas want a plain language overhaul.
Take a look at our new report, Well being Insurers: Talk Clearly To Assist Your Clients Determine With Confidence, to find out how buyer analysis will help you uncover new alternatives to use plain language. You’ll additionally study 5 finest practices to speak clearly.
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