Health Plans - Turn Your Digital Investments into Member Engagement
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If the goal is to unlock the full ROI of your digital stack, the priority shouldn’t be
“What else can we build?”
It should be
“How do we help members use what we already have, more often, with more confidence?”
Thus, we’ve hit a paradox in Medicare Advantage.
On one hand, the majority of older adults have internet access, smartphones, and patient portals. They’ve used healthcare websites and apps. They’ve logged in, scheduled visits, and checked lab results.
On the other hand, health plans are still struggling with low portal adoption, underutilized telehealth options, high call volumes, and stagnant satisfaction scores.
The question isn’t whether older adults are online. They are. The real question is: Why aren’t your digital investments translating into engagement, savings, and loyalty?
Access ≠ Confidence
Let’s start with the basics:
- 78% of adults aged 50–80 report having a patient portal.
- 77% of adults aged 65+ say they’ve used a healthcare website or app.
Yet among those who have portals:
- Only 48% feel very confident they understand the information on the screen.
- 27% say they would benefit from training or a tutorial.
GetSetUp’s own survey of older adults shows the same theme:
- Only 29% feel “very confident” that they understand their health benefits.
- Nearly 40% have never or only rarely used their health plan’s portal or mobile app.
- Over 62% want more help understanding wellness and extra benefits like gym, dental, and transportation.
In other words: the digital divide has shifted from access to understanding.
The Cost of Treating Digital as “Nice to Have”
When digital engagement is treated as an optional add-on instead of a core competency, the costs show up quickly:
- Members call instead of self-serving.
- Preventive care gets delayed due to confusion or inertia.
- Supplemental benefits go unused—despite being heavily marketed.
- Members blame the “plan” when what they’re really experiencing is digital friction.
Deloitte estimates that 20–60% of calls could be automated or deflected with better digital tools and training.
J.D. Power finds that support via digital channels can cut cost-to-serve in half compared to phone interactions.
And yet, most plans still see their call volumes climb while digital tools remain underutilized. That’s not a technology problem. It’s an activation problem.
Optimize Engagement Over Features
A common reaction to low engagement is to add more features: more dashboards, more buttons, more options. But evidence points in a different direction.
Research across digital health platforms shows that usage is more important than features:
- Members who interact with digital tools several times a month or more generate greater cost savings than those who rarely log in.
- Regular engagement is linked to lower inpatient utilization, better chronic disease management, and overall cost reductions.
If the goal is to unlock the full ROI of your digital stack, the priority shouldn’t be “What else can we build?” It should be “How do we help members use what we already have, more often, with more confidence?”
Why Older Adults Need a Different Kind of Help
For many older adults, the barrier isn’t motivation, it’s anxiety, language, and learning style.
Common comments from GetSetUp learners include:
- “I’m afraid I’ll click the wrong thing and break it.”
- “Nobody has ever walked me through all these screens at my pace.”
- “I didn’t even know my plan had a portal.”
Traditional tactics - like handing out flyers, emailing FAQs, or pointing to web links - rarely solve this. What works is:
- Human support, not just technical instructions
- Peer voices, not just professional staff
- Live practice and repetition, not one-time demos
This is where peer-led programs like GetSetUp stand out.
Turning Digital from a Cost Center into a Growth Lever
When older adults gain digital confidence, several positive loops form:
- They self-serve more and call less.
- They are more likely to stay with a plan that “feels easy to navigate.”
- They maximize the benefits you’ve already purchased—especially wellness and supplemental offerings.
- They contribute to higher CAHPS scores and better Star Ratings.
The result? Administrative savings, stronger retention, and a higher return on your digital investments.
The path forward isn’t another portal or another app. It’s a new mindset: treat digital confidence as a core benefit, not an afterthought. And partner with organizations that know how to build that confidence at scale for older adults.
Bring GetSetUp to your organization
We partner with Medicare Advantage plans, dual eligible plans, healthcare providers, Departments of Health & Human Services, Government aging services and more.
