The Quintessential Case for the Amazonization of the Health Plan Enrollment Process

28 May 2019
by Manu Aggarwal, Ankur Verma

Around 8.8 million Americans enrolled in a new health plan during the 2018 open enrollment period, most without completely understanding the plan they were buying. For most people, the enrollment process is a nightmare to say the least. With a multitude of options available in the market that can be purchased through a variety of mediums (exchanges, employers, agents, apps, portals, etc.), the enrollment process has become highly complex. As a result, the member need is shifting from “availability of options” to a “seamless enrollment experience,” including the ability to:

  • Seamlessly select, compare, and purchase plans
  • Get personalized recommendations
  • Interact with stakeholders through the channel of their choice
  • Feel secure about the data they are sharing
  • Be sure they are purchasing the best plan to suit their needs

For payers, enabling the seamless enrollment experience is becoming a key factor for new member acquisition. The “Amazonization” goal for payers is not easy to attain; however, the right approach and strategic investments enable them to offer an enhanced experience to members.

This viewpoint details the key issues in the health plan enrollment process and explores potential solutions that can enable payers to service their members more effectively. The viewpoint explores:

  • The member journey map and key touch points
  • Pain points in the health plan enrollment process
  • Key roadblocks for payers inhibiting investment in member engagement
  • The leaner, meaner, and faster solution approach to member engagement


Healthcare & Life Sciences BPO


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