HealthEdge® recently released its fifth annual Healthcare Consumer Study, one of the most comprehensive consumer surveys in the health insurance industry. This year, more than 4,500 healthcare consumers shared their views, providing valuable insights for health plans as they navigate a rapidly evolving market.
Health plans today face a perfect storm of pressures: They must manage rising healthcare costs, meet growing consumer expectations for affordability, and adapt to new regulatory requirements around transparency and fairness. At the same time, healthcare consumers increasingly expect healthcare experiences that mirror the personalization, convenience, and clarity they encounter in other industries.
Healthcare consumers are looking for more than transactional services—they want health plans that act as partners in their healthcare journey. In this environment, delivering a differentiated member experience is both more important and more challenging than ever.
This year’s member survey highlights four key areas health plans must focus on to meet these rising expectations and build long-term member loyalty.
1. The shift from ‘payers of claims’ to ‘partners in care’
This year’s survey revealed that 51% of healthcare consumers now view their health plan as a partner in care rather than just a payer of claims. Survey respondents who see their health plan as a partner report significantly higher satisfaction and loyalty. These members are:
- More likely to say they are satisfied with the personalized experiences their health plan provides (78% vs. 49%)
- More likely to recommend their health plan to others (75% vs. 58%)
- Less likely to switch health plans or cite costs as a primary switching factor
When asked what would most help their health plan strengthen this perception of partnership, healthcare consumers prioritized:
- Helping members lower costs of care and coverage (56%)
- Offering benefits relevant to their individual needs (49%)
- Making it easier to understand and manage benefits (47%)
The message is clear: Transparency, proactive support, and relevance drive members’ positive perceptions of their health plans. Payers that achieve this level of trust and satisfaction will be positioned to build lasting member relationships.
2. AI-powered experiences hold potential—but require member trust
Artificial intelligence (AI) tools can help health plans scale personalized member engagement and improve service without adding operational complexity. But the study shows that AI adoption within health plans is still in the early stages, and building member’s trust before using them is essential.
Only 21% of healthcare consumers surveyed reported using AI-powered tools provided by their health plans. Among those who had not used such tools or were unsure if they had used these tools before, 64% said they would be open to doing so.
When asked which AI capabilities they would value most, healthcare consumers pointed to:
- Chatbots and virtual assistants (94%)
- Personalized health education and resource recommendations (92%)
- Cost-saving benefit tools and provider suggestions (90%)
- Personalized tracking of health goals and progress (86%)
However, survey respondents also identified their top concerns about AI that may limit adoption:
- Quality and accuracy of AI-generated information (26%)
- Privacy (20%)
- Data security (20%)
For health plans, this represents both an opportunity and a challenge. AI can be an effective tool for enhancing the member experience, but it must be implemented with clear communication, strong safeguards, and a focus on value to the healthcare consumer.
3. Member satisfaction and loyalty remain under pressure
The survey data indicate that member satisfaction is mixed, and loyalty cannot be taken for granted. While 34% of healthcare consumers reported being extremely satisfied with their health plan, 27% said they are somewhat or very likely to switch plans in the coming year.
Survey respondents cited the following as top reasons for considering the switch to a new health plan:
- Out-of-pocket costs (23%)
- Monthly premiums (20%)
- Coverage limitations for specific conditions or procedures (15%)
- Network access challenges (14%)
Additional pain points identified in the survey include:
- 57% of healthcare consumers experienced a claim denial in the past year, with 74% of those feeling the denial was unfair
- 27% of respondents delayed or went without care due to issues with their health plan
- 31% said they were not consistently able to access care in a timely manner
- 28% reported receiving a surprise bill
In response, healthcare consumers are seeking more transparent communication, greater cost clarity, and easier administrative processes. Health plans that proactively address these issues can build stronger relationships and trust with their members.
4. Digital engagement expectations continue to rise
Digital engagement is now a core expectation for many healthcare consumers. The survey found that 78% of respondents have used or are likely to use their health plan’s mobile app, an increase from 64% in the 2024 HealthEdge Consumer Survey.
Healthcare consumers continue to look for tools that offer convenience and control across their healthcare experiences. Survey respondents reported a strong interest in using the following digital features from their health plans:
- Online appointment scheduling (79%)
- Incentive tracking (70%)
- Digital health assessments (68%)
- Chatbot-based support (60%)
However, engagement preferences vary by population:
- Younger members are more likely to prefer mobile-first interactions
- Older adults tend to favor web portals
- Medicaid members expressed a stronger interest in text messaging compared to other populations
For health plans, offering flexible, omnichannel engagement options is now essential. Healthcare consumers want the ability to engage with their health plan in ways that are timely, intuitive, and personalized, mirroring the digital experiences they encounter in other parts of their lives.
Looking ahead: Becoming a partner in care
The fifth annual HealthEdge Healthcare Consumer Study highlights the growing gap between what healthcare consumers want and what many health plans are currently delivering. It also shows that health plans have a clear opportunity to differentiate themselves by becoming true partners in care.
At HealthEdge, we are helping health plans transform their capabilities to meet these evolving expectations and strengthen member relationships.
Download the full 2025 Healthcare Consumer Study report to explore the findings in more detail and learn how your health plan can take the next step in delivering a member experience that drives loyalty and trust.