It is happening. Healthcare and insurance industries are experiencing a joint disruption being forced to transform the way they connect to the increasingly digital ecosystem that surrounds them. The most noticeable transformation for this industries is the fact of having in front a persona and not a consumer, with a high degree of empowerment and information about a health/insurance product or service they are about to acquire.
Personas demand relationship models based on hyper-personalization, immediacy and active participation in decision-making related to the exchange of their data due to their sensitivity.
These new relation models start to transform the traditional insurance value chain by offering personas a more diversied portfolio, underwriting and pricing optimization; always seeking that the value is perceived and that a new fully digitalized environment health insurance companies can be totally competitive.
Companies like the American Health IQ are revolutionizing the underwriting and pricing arena through their methodology to select healthier policy holders and keeping them healthy through rewards tied to behaviors such as embracing fitness goals, purchasing healthy food and getting regular health screenings.
From NTT DATA we envision that both insurance and healthcare companies must take into account this challenge as a unique opportunity where the short-term transaction must be transformed into a long-term collaboration where insurers and healthcare providers proactively interact and empathize with personas in the most important moments of their journey ensuring a healthier life with lower risks.
The most noticeable transformation for both the healthcare and insurance industries is the fact of having in front a persona and not a consumer, with a high degree of empowerment and information.
Jordi Fontestad, NTT DATA EMEAL Health Director