Even with years of digital upgrades, payers can still struggle to connect with members in ways that build trust and ease the care journey.

Member engagement platforms are no longer just about facilitating transactions — they orchestrate personalized healthcare experiences at every touchpoint, from plan selection to care provision and payment.

Payers can move beyond routine exchanges and build lasting relationships when they empower members with tools that help them navigate their care needs.

Member experience drives health plan selection and investment

Cost is no longer an employer’s sole decision-making factor when selecting health plan partners. When engagement is fragmented, every stakeholder in the healthcare ecosystem feels the frustration.

According to a study conducted by Zelis, employers say that member satisfaction and retention are equally important as financial metrics when selecting the right health plan partner. Organizations increasingly recognize that benefits are a powerful lever for attracting and keeping top talent, especially in today’s competitive market where every factor matters. 

Technology is playing a key role here, too. Employers are increasingly feeling pressure from their employees to offer digital member engagement tools. Zelis research finds that 70 percent of members are willing to pay an incremental $10/month for access to price transparency, online scheduling and low-cost medication search tools. 

As employers adopt digital tools that manage costs and boost engagement, more than a third say they’re likely to switch their primary insurance carrier in the next year —  especially mid-sized employers, which show the highest propensity to make a change.

This marks a clear shift from relationship-based selection to performance-based decision-making, where measurable results and value outrank legacy connections.    

Member engagement can deliver better business outcomes

Forrester’s 2025 Customer Experience Platforms for Healthcare Landscape report highlights three ways that these tools create business value:

  • Delivering an improved overall experience: Consumer perception is influenced by every interaction in the care journey. The US health insurance industry has the lowest scores in brand and customer experience among ten industries tracked by Forrester. Providing clear and empathetic responses to questions is identified as an important factor in promoting loyalty and trust. 
  • Sustaining engagement to improve outcomes: Maintaining engagement can help facilitate acquisition and retention, support clinical outcomes, and lower costs. Payers should be visible to their members by engaging them during key moments and encouraging active participation. 
  • Enhancing operational efficiency: Customer experience platforms optimize operational workflows, facilitate faster issue resolution and enable customer self-service. These improvements can reduce unnecessary hospital visits, prevent costly service utilization, and automate processes that contribute to cost reduction — an essential requirement in today’s dynamic and high-expense environment. 

Zelis: Guiding members to informed care choices

Zelis is proud to be included as one of the technology vendors in Forrester’s Q4 2025 Customer Experience Platforms for Healthcare Landscape report.* Our solutions are designed to unify fragmented systems, enable real-time collaboration and empower payers, providers and members alike.  

Zelis provides technology solutions that help healthcare consumers engage, make informed choices and maximize their benefits.

Our solutions include: 

  • S365: An intuitive provider directory and cost transparency tool. 
  • SmartShopper: Rewards members for choosing high-quality, affordable care. 
  • Amplify: Personalized programs and multi-channel communications to drive engagement. 
  • Alternative Health Plan Solution: Real-time navigation, price transparency and access to EOBs, ID cards and financing. 

By guiding members to the right care at the right time, we help payers deliver on the promise of better access, satisfaction and value.

With costs rising and resources multiplying, members need clear direction and support. At Zelis, we believe that integrating technology with human compassion is essential for creating a trustworthy, supportive user experience.

*Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here .Â