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Corporate Insight’s surveys of health plan members show significant divergence in the digital preferences and behaviors between Gen Z and Millennials and older counterparts

Corporate Insight found that importance in prescriptions, pharmacy and digital care platforms as major site features grew significantly, while importance in website design and usability also increased across all groups

This month’s Health Plan Monitor Report provides comparative analysis from our surveys of health plan members in November 2019 and June 2021. Findings throughout our survey data suggest that the digital preferences and behaviors of Gen Zers and Millennials diverge from those of their older counterparts. Our results  show that youngest and oldest generational groups experienced the most drastic change in behaviors from 2019 to 2021 than other groups. Millennials show the lost parity or less variance in digital feature preference, use, satisfaction and importance.

Usage rates since 2019 increased slightly across web and mobile activities. Comparing our findings with our 2019 survey, we found that importance in prescriptions,  pharmacy and digital care platforms as major site features grew significantly. Importance in website design and usability also increased across all groups since 2019.  Firms must continue to provide well designed experiences with an emphasis on the usability, navigation and accessibility features that are now standard across  healthcare, retail and financial services experiences.

With firms consistently introducing and gradually improving web features, users may now expect those same capabilities to translate to an equally functional mobile experience and are therefore placing higher importance on mobile features, which shows a significant increase in importance across all groups since 2019. Our survey  shows that respondents rate coverage and health information as the most important website category, followed by claims and prescriptions and pharmacy. We see the  same importance rankings on the mobile app as on the website, except for prescriptions and pharmacy ranking second and claims ranking

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