{"id":62342,"date":"2025-12-11T16:06:29","date_gmt":"2025-12-11T15:06:29","guid":{"rendered":"https:\/\/pharma-trend.com\/en\/new-merge-research-finds-better-portal-design-is-key-to-restoring-trust-in-health-insurers\/"},"modified":"2025-12-11T16:06:29","modified_gmt":"2025-12-11T15:06:29","slug":"new-merge-research-finds-better-portal-design-is-key-to-restoring-trust-in-health-insurers","status":"publish","type":"post","link":"https:\/\/pharma-trend.com\/en\/new-merge-research-finds-better-portal-design-is-key-to-restoring-trust-in-health-insurers\/","title":{"rendered":"New MERGE Research Finds Better Portal Design Is Key to Restoring Trust in Health Insurers"},"content":{"rendered":"<div>\n<p>\n<i>MERGE identifies key opportunities for health insurers to transform member portals and close experience gap<\/i>\n<\/p>\n<p><a href=\"https:\/\/mms.businesswire.com\/media\/20251211086362\/en\/2667638\/5\/Merge_Logo_Primary_Viridian-Green_RGB_%281%29.jpg\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20251211086362\/en\/2667638\/22\/Merge_Logo_Primary_Viridian-Green_RGB_%281%29.jpg\"><\/a><br \/><a href=\"https:\/\/mms.businesswire.com\/media\/20251211086362\/en\/2667638\/5\/Merge_Logo_Primary_Viridian-Green_RGB_%281%29.jpg\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20251211086362\/en\/2667638\/21\/Merge_Logo_Primary_Viridian-Green_RGB_%281%29.jpg\"><\/a><\/p>\n<p>CHICAGO&#8211;(BUSINESS WIRE)&#8211;<a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fmergeworld.com%2F&amp;esheet=54374213&amp;newsitemid=20251211086362&amp;lan=en-US&amp;anchor=MERGE&amp;index=1&amp;md5=50a7a57b28cb7b11f54ed213d0db809a\" rel=\"nofollow\" shape=\"rect\">MERGE<\/a>, a leading marketing and technology agency, released new research today that found most health insurance portals are falling short of member expectations, creating frustration, inefficiency, and financial strain. The white paper, <i>\u201cThe Portal Payoff: A Study of 13 Leading Payer Portals,<\/i>\u201d examines how insurers can transform their portals into high-value assets, improving member experiences and reducing operational costs. \u201cIn a world where the consumer has choice, they&#8217;re going to choose the engagement where they feel seen and receive value,\u201d said Nasim Afsar, MD, MBA, MHM, Health Tech Executive and former Chief Health Officer at Oracle Health. \u201cThis is true whether we&#8217;re caring for people, talking about drug discovery, adjudicating claims, or putting wearables on their wrists.\u201d\n<\/p>\n<p>\nMERGE researchers examined 13 health plan portals of the top health insurance and benefits brands and conducted one-on-one, 75-minute interviews with 25 members across 17 states. Findings reveal an industry-wide member experience gap. Long viewed as a cost center, the member portal has the potential to become a powerful engine for engagement, satisfaction, and financial performance. As the digital entry point for an insurance company\u2019s brand, the portal often defines members\u2019 first and most frequent interactions, making design and usability crucial for building trust.\n<\/p>\n<p>\nKey highlights from the research include:\n<\/p>\n<ul class=\"bwlistdisc\">\n<li>\nHealth insurers rank 16th out of 20 industries in customer experience.\n<\/li>\n<li>\nNearly one-third of portals fail to meet basic usability standards.\n<\/li>\n<li>\n80% of members say their portals need improvement.\n<\/li>\n<li>\nHealth plans earned a D in usability with an average score of 67.\n<\/li>\n<li>\nMore than 60% of consumers would consider switching insurers for a better digital experience.\n<\/li>\n<li>\nPoor portal experiences lead members to high-cost call centers, while better-designed portals can save up to $89 per user annually and make members five times more likely to renew coverage.\n<\/li>\n<\/ul>\n<p>\nStephanie Trunzo, MERGE CEO, notes, \u201cResearch confirms the payer portal has become healthcare&#8217;s digital front door, but the very use of the word &#8216;portal,&#8217; a web concept from 30 years ago, signals an outdated model. The front door isn&#8217;t very welcoming when it is always locked behind a login, and that friction erodes trust before care even begins. <a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.mergeworld.com%2Finsights%2Fai-cant-fix-a-portal-that-doesnt-know-the-whole-human&amp;esheet=54374213&amp;newsitemid=20251211086362&amp;lan=en-US&amp;anchor=People+don%26%238217%3Bt+feel+seen+by+complexity%2C+and+simply+layering+on+AI+can%27t+fix+a+system+that+keeps+the+human+locked+out&amp;index=2&amp;md5=0c1f12c56b98d03496a5526d14171244\" rel=\"nofollow\" shape=\"rect\">People don\u2019t feel seen by complexity, and simply layering on AI can&#8217;t fix a system that keeps the human locked out<\/a>.\u201d She concludes, \u201cThe organizations that win will be those that see their portal not as a digital tool, but as a living relationship that honors the individual through empathetic, intentional experience design.\u201d\n<\/p>\n<p>\nWhile fragmented systems and outdated tools have long hindered progress, the opportunity for market leadership is wide open. With no established leader in the space, health plans that invest in innovative, human-centered design can set a new benchmark for digital excellence in healthcare. By improving usability, accessibility, personalization, and integration, health plans can transform their portals from costly platforms into trusted digital companions. The result is a more connected, confident member experience that builds loyalty and positions insurers as innovators committed to improving care through digital experiences.\n<\/p>\n<p>\n\u201cHealthcare is complex. People don\u2019t want to add to that complexity by having to navigate confusing systems \u2014 they want to feel like the system works for them; show them you know them,\u201d said Pat McGloin, Managing Director, Health and Life Science Division at MERGE. \u201cA well-designed portal can be the bridge between confusion and clarity, providing a way for health plans to show they truly understand and value the person behind the policy. When you force members to navigate a confusing experience without demonstrating you respect their time or value them as an individual, you erode trust. Further, each suboptimal step in the experience further erodes that trust. At MERGE, we help organizations bring humanity to technology by creating digital experiences that simplify access, restore trust, and empower people to take charge of their health.\u201d\n<\/p>\n<p>\nTo download the white paper, visit: <a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fbit.ly%2F4rQPLPw&amp;esheet=54374213&amp;newsitemid=20251211086362&amp;lan=en-US&amp;anchor=https%3A%2F%2Fbit.ly%2F4rQPLPw&amp;index=3&amp;md5=3117d53f17deeeca2e17f5fe60dd480d\" rel=\"nofollow\" shape=\"rect\">https:\/\/bit.ly\/4rQPLPw<\/a>. Readers can connect directly with MERGE research experts for a no-charge personalized look into the key findings from the analysis of leading member portals and actionable insights for elevating member experience. Readers can also schedule a collaborative work session with MERGE experts to identify opportunities, prioritize challenges, and create a customized roadmap for portal success.\n<\/p>\n<p>\n<b>About MERGE<\/b>\n<\/p>\n<p>\nMERGE is a marketing and technology agency built for the intersection of health and wellness. We combine deep expertise in health and consumer behavior with strategy, creativity, experience technology, and digital marketing to design personalized experiences that drive meaningful results.\n<\/p>\n<p>\nPowered by human insight, creativity, and AI, we weave storytelling through technology to turn complexity into clarity \u2014 strengthening relationships between people and brands.\n<\/p>\n<p>\nWith 750+ specialists across Atlanta, Boston, Chicago, Denver, Kansas City, Los Angeles, New York, and Raleigh, MERGE partners with leading brands like Abbott, GE Healthcare, American Express, T-Mobile, Coach, and Meta to advance health, wellness, and happiness.\n<\/p>\n<p>\nLearn more at <a target=\"_blank\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fmergeworld.com&amp;esheet=54374213&amp;newsitemid=20251211086362&amp;lan=en-US&amp;anchor=mergeworld.com&amp;index=4&amp;md5=9e728a45394b96ea5b5ff645f343ba3e\" rel=\"nofollow\" shape=\"rect\">mergeworld.com<\/a>.\n<\/p>\n<p> <b>Contacts<\/b> <\/p>\n<p>\nMary Joseph, <a target=\"_blank\" href=\"&#109;&#x61;i&#x6c;t&#111;&#x3a;&#109;&#x6a;o&#115;&#x65;&#112;&#x68;&#64;&#x6d;&#x65;&#114;&#x67;e&#x77;o&#114;&#x6c;&#100;&#x2e;c&#111;&#x6d;\" rel=\"nofollow\" shape=\"rect\">&#x6d;j&#x6f;&#115;&#x65;&#x70;h&#x40;&#109;&#x65;&#x72;g&#x65;&#119;&#x6f;&#x72;l&#x64;&#46;&#x63;&#x6f;m<\/a>\n<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>MERGE identifies key opportunities for health insurers to transform member portals and close experience gap CHICAGO&#8211;(BUSINESS WIRE)&#8211;MERGE, a leading marketing and technology agency, released new research today that found most health insurance portals are falling short of member expectations, creating frustration, inefficiency, and financial strain. The white paper, \u201cThe Portal Payoff: A Study of 13 &#8230; <span class=\"more\"><a class=\"more-link\" href=\"https:\/\/pharma-trend.com\/en\/new-merge-research-finds-better-portal-design-is-key-to-restoring-trust-in-health-insurers\/\">[Read more&#8230;]<\/a><\/span><\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13],"tags":[],"class_list":{"0":"entry","1":"post","2":"publish","3":"author-business","4":"post-62342","6":"format-standard","7":"category-industry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>New MERGE Research Finds Better Portal Design Is Key to Restoring Trust in Health Insurers - Pharma Trend<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pharma-trend.com\/en\/new-merge-research-finds-better-portal-design-is-key-to-restoring-trust-in-health-insurers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New MERGE Research Finds Better Portal Design Is Key to Restoring Trust in Health Insurers - Pharma Trend\" \/>\n<meta property=\"og:description\" content=\"MERGE identifies key opportunities for health insurers to transform member portals and close experience gap CHICAGO&#8211;(BUSINESS WIRE)&#8211;MERGE, a leading marketing and technology agency, released new research today that found most health insurance portals are falling short of member expectations, creating frustration, inefficiency, and financial strain. 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