Medicare member site homepages, as the digital front door to the member experience, give health insurers an opportunity to make a strong first impression on members. A well-designed homepage provides members with immediate access to crucial site capabilities and member information. This April, Corporate Insight published a Medicare Member Site Homepages report that evaluated the digital front door across 19 insurers. The healthcare research team assessed each homepage’s design and organization; the amount of account and plan details; and the organization’s promotional content and support resources. We awarded each homepage with a grade of Excellent, Good, Fair or Poor.

Medicare member site homepages should feature plan details and promotional content in an organized, digestible format and provide members with ample educational content and access to key tools. Though a generally consistent set of resources can be expected to appear on most homepages, firms vary in the specifics of what they present, such as the amount of coverage information and recent claims information. Most firms promote provider search tools, while few promote cost estimator tools. Additionally, some enhance the experience with member assistance features, like site search tools, chatbots and guided site tours. Below are some of the best practices from the report:

Use design elements like color, icons and progress meters to add visual interest

Visual elements make the homepage more appealing and help Medicare members quickly understand and navigate through the site. Firms should incorporate color throughout their homepages to not only add visual interest but also further establish a clear hierarchy and organization of information.

  • A diverse color scheme that maintains ample white space can improve accessibility for users with visual impairments by providing sufficient color contrast between text and background elements and ensuring readability.
  • Icons provide a visual representation of concepts and resources, making it easier for members to understand information quickly, and can help firms maintain a simplistic design as they often take up less space than text or large images and convey information efficiently.
  • Icons have the advantage of being universally understood, making them accessible to users from diverse backgrounds, generations and languages.
  • Approximately 37% of homepages examined in this report include a progress meter, offering members a visual representation of their spending and the ability to track their progress toward hitting deductibles and maximums.

Regence BCBS features several design elements, including a variety of text colors, colorful icons within every tile, color-coded claims status indicators and a circular progress meter. BCBS of Massachusetts features a well-labeled progress meter that shows the member’s total out-of-pocket maximum, amount contributed and amount remaining. Importantly, the shading is accurate to the value it represents.

Regence BCBS Homepage
BCBS of Massachusetts Medical Plan Progress Meter

Prioritize actionability from the homepage by providing embedded tools and key information

A highly actionable homepage allows members to quickly access essential features such as the member ID card, procedure prices and provider locators. Providing homepage access to key coverage details increases convenience for members who may be unfamiliar with their plan type, ID numbers or network.

  • While 79% of firms link to their provider search tools, only 11% allow members to begin the search journey directly from the homepage, a notable gap.
  • Many firms list key coverage details directly on the homepage, including plan name/type (68%) and member ID number (58%), and provide access to the member ID card (74%).

Humana embeds both the drug cost tool and provider locator tool search fields on its homepage, allowing members to search by drug name or for a provider directly from the page. Additionally, the Find Care section allows members to select their search type and enter a ZIP code and keyword to initiate a provider locator search.

Humana Embedded Drug Cost Estimator and Provider Locator Tools

Include interactive resources to enhance the member experience

Interactive resources, such as guided site tours and virtual assistants, can help members with navigation and provide support. Less than a quarter of firms covered (16%) offer a live chat, while slightly more (21%) offer an integrated virtual assistant and live chat. Most firms anchor their chats in the bottom-right corner of the screen, though some make it reachable via a section on the homepage or open it in a new tab. Resources like live chats and virtual assistants provide members with access to immediate support in an easily digestible format. Another resource, guided site tours—offered by one firm in our coverage set—offer navigational assistance and can encourage members to find key site capabilities, including the provider search tool and member ID card. Offered by two firms in our coverage set, text size and color contrast adjustments enhance the experience for members with visual impairments.

  • AvMed features a font size adjuster in its site header, enabling members to increase and decrease the font throughout its homepage.
AvMed Font Size Adjuster and Decreased Font Size
AvMed Increased Font Size
  • BCBS of Texas offers a member-paced guided tour that lets members select from five options; upon selection, pop-ups offer navigational assistance. Additionally, members can choose between English and Spanish language options.
BCBS of Texas How Can We Help You? Lightbox

Learn more about Medicare member sites and the ideal healthcare user experience

And for more insights into digital innovation in the healthcare space, check out our research services in four areas: Health Plan, Medicare, Health System and Pharmacy. Or take a look at our Healthcare Briefings if you’re interested in a specific topic. And don’t forget to check out our Insights section for more industry trends and best practices in the healthcare space.