Cigna, Kaiser best at using IT to engage consumers


Cigna and Kaiser Permanente top the list when it comes to using technology to engage consumers, according to a new ranking from EveryMove, a company focused on health rewards-based marketing and incentives.

Ranking insurers on how they use technology, including social media, mobile apps and websites, the survey found Cigna and Kaiser Permanente are making a major effort to connect directly with their members. The survey also considered insurers' customer service and current member perception.

"We saw great strides in consumer strategy around website updates, mobile apps and social interactions and we are encouraged by these early signs," EveryMove Co-founder and CEO Russell Benaroya said in a statement.

Some of the consumer engagement steps insurers have taken include more consumer-friendly website redesigns, increased social engagement and the launch of new community programs.

Cigna and Kaiser both, for example, offer mobile apps for Android and iPhones, online payment estimators and employee volunteer programs. They also have accounts on Facebook, LinkedIn, Twitter, Google+ and YouTube. Another insurer that made the top 10 list, Humana, also provides an online wellness community. 

The top ten insurance companies for consumer engagement are:
1. Cigna

2. Kaiser Permanente of California

3. Premera Blue Cross

4. Humana

5. Anthem Blue Cross Blue Shield

6. Independence Blue Cross

7. Blue Cross Blue Shield of North Carolina

8. Blue Cross Blue Shield of Illinois

9. CareFirst

10. Blue Cross Blue Shield of Tennessee

Investing in technology like mobile apps can help insurers keep members healthy, which in turn lowers their costs and improves health outcomes, FierceMobileHealthcare previously reported. With that in mind, no. 1 on this list, Cigna recently announced a new initiative that will combine MyFitnessPal's nutrition, physical activity and weight management resource with Cigna's health coaching programs.

Similarly, Aetna CEO Mark Bertolini is leading the charge to improve quality and control costs through high-tech products like mobile apps that could create more than $1.5 billion in revenues for the company next year, FierceHealthPayer reported.

To learn more:
- here's the EveryMove ranking

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