Presenting the pillars of a great digital member experience

At the recent Members Health Fund Alliance (MHFA) conference, we were given the opportunity to present what it takes to deliver exceptional digital member experiences. 

We wanted to provide a practical blueprint for Australian health funds to better engage and empower their members, using our years of experience partnering with member-owned private health insurers. This presentation stemmed from our expertise in healthcare software development, creating solutions that address unique industry challenges. 

Below is a deep dive into what we shared.

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Why digital experiences matter

The stakes are high in the competitive health fund market. Industry leaders know that keeping members engaged is more than good business, it’s essential for better health outcomes. Exceptional digital experiences are key to creating member loyalty, reducing support costs, and increasing efficiencies across the board. 

Our Executive Director, Commercial, Patrick Goffin, and Head of UX, Nick Simpson, led the discussion, focusing on four core pillars to deliver great digital experiences:

1. Gaining actionable insights from understanding members
2. Creating seamless, empowering services
3. Building inclusion through accessibility and empathy
4. Maintaining foresight of tech and trends

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Understanding members: Actionable insights drive value

Too often, insights remain hidden or under-utilised. While 95% of companies collect customer data, only 10% use it to improve their services (Gartner). Those companies that lead the industry in their customer experience offerings leverage these insights to drive strategy and improve engagement. We’ve seen firsthand how custom software development tailored to healthcare needs can turn data into actionable insights that enhance member satisfaction and loyalty.

We asked the room: Do you know your members well enough to make data-driven improvements? Understanding who your members are, why they engage, and where they encounter friction can provide insights that have the power to transform services and improve loyalty.

Nick shared an example of designing for context: imagine a member submitting a claim from their home versus on-the-go while commuting. If the majority of your members are those who submit claims while commuting, by designing a solution tailored for mobile interactions that is quick, easy to use, and accommodating for physical bumps and jolts, you create a seamless experience that meets members where they are. This isn’t just theory, it’s what we do in practice - harnessing the power of understanding users and their contexts to design for their specific needs.

Creating seamless, empowering services

A key takeaway from our session was the power of empowering members through seamless digital experiences. Self-service capabilities reduce the need for manual support and empower members to take control.

Digital self-service not only lowers operational costs but also increases member satisfaction. Customers are 2.4 times more likely to stay loyal when their issues are resolved quickly (Forrester).

We explored examples like Dulux, who used augmented reality tools to help customers visualise paint colours, resulting in a 65% increase in sales and over 5 million app downloads (Dulux). By harnessing tech to empower users, Dulux reduced uncertainty and improved satisfaction. Health funds can similarly adopt self-service tools that make tasks like submitting claims or updating policies effortless - providing greater value while reducing the need to lean on support services.

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Building inclusion through accessibility and empathy

Accessibility benefits everyone - and everyone can make use of accessible services. Whether permanent, temporary, or situational, people encounter needs for accessibility every day. 

Nick shared common examples of the benefits accessibility can bring to those who wouldn’t usually be considered in need of it - such as someone holding a child in one arm needing a single-handed interaction model, or someone facing a glare on their screen needing better visual accessibility in order to see what’s on their screen. Designing for everyone, whether they’re visually impaired, recovering from surgery, or simply in situational need, ensures that digital services are useful and usable. 

Thus, by designing digital services that are inclusive and empathetic, health funds can create experiences that resonate with every member, regardless of their abilities. The Web Content Accessibility Guidelines (WCAG) offer a robust framework for designing accessible experiences, and we highlighted how building accessibility into digital platforms opens doors for broader engagement and reduces member frustration - building toward empathy rather than just compliance.

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Keeping an eye on tech and trends

To stay relevant, health funds must look ahead to emerging technologies and adapt with purpose. From artificial intelligence to wearable health tech, innovation creates opportunities to anticipate member needs and personalise support. AI, for instance, can analyse member data to deliver proactive, personalised experiences, transforming interactions from reactive support to predictive engagement.

However, we cautioned against chasing every shiny trend. Adopting new technologies must serve a tangible purpose and align with the organisation’s goals. The balance lies in innovation that meets real member needs, not hype.

For those interested in exploring the potential of AI further, we shared access to our whitepaper, The Business of AI, which delves into practical applications, opportunities, and considerations for adopting AI in ways that are truly beneficial.

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Real-world impact: A proven blueprint

To conclude our session, we summarised our approach as a proven blueprint for health funds:

1. Gain actionable insights by deeply understanding members.
2. Harness those insights to create tailored, empowering digital experiences - which improve member acquisition and retention, and decrease support costs. 
3. Build inclusion through empathy and accessibility.
4. Stay ahead by maintaining foresight of technology and trends.

This isn’t just theory. Our Digital Member Services Portal, used by many in the room, was built to embody these principles. It empowers funds to deliver better digital experiences, reduces costs, and ultimately creates a healthier community through member engagement.

Collaboration and continuous improvement

We ended by inviting attendees to continue the conversation, both at the conference and beyond. Creating great member experiences is a journey, one we’re proud to be on alongside our clients and partners. Together, we can create meaningful change.

If you’re interested in how our healthcare software development services and Digital Member Services Portal can support your fund, we’d be happy to discuss further. Let’s collaborate to transform member’s digital journeys. Reach out to us at hello@airteam.com.au or via our contact form.