Create a Better Member Experience with Data
Payer portals are an integral part of the tools available to members. Payer websites are often the first channel many members use to try to get help with their plan and typically provide members access to benefit information, provider directories, medical records, and digital health improvement tools. Payers rely on portals to reduce operational service costs and want their members to use online tools to improve their health. A member’s experience with a payer’s website is a critical driver of the overall experience with their health plan.
Payer member portals are powered by vast amounts of personal data that are required by HIPAA to be protected by robust security measures. However, members expect a simple account creation and login experience from their health plan, similar to their bank or online shopping.
Achieving the balance between robust security measures and a near frictionless user experience can be a daunting task. Data encryption, secure physical data storage, and limiting how much data is available are all essential components of a secure portal. However, those alone are not enough – payers must ensure the person accessing the member information is a real person and is authorized to access those records. Complex password rules, multi-factor authentication, identity verification quizzes, and one-time passwords are tools that can help increase security. But those solutions often come at a cost to the user’s experience. Too many hurdles can leave users frustrated, or worse, abandoning the use of the portal completely.
Data can Create a Better Member Experience
Incorporating data-powered identity verification into your portal security strategy can be a significant step forward in reducing the friction that can be caused by traditional security methods, while still maintaining a secure digital environment. Here are a few popular data elements we use today to help payers safeguard their member portals:
- Device identifier data: Identifies relevant connections between mobile devices and consumer identities
- Member email intelligence: Compares email addresses provided by members with our global consumer network
- Member behavioral biometric data: Identifies high-value risk signals to detect potential threats by accessing the way members interact
- Consumer data: Provides a first layer of defense that is invisible to members. Payers can recognize their trusted members, minimizing both risk and friction for their known loyal members. Higher friction solutions can be applied as a second layer of defense, when the analytics tools indicate a level of risk that is unacceptable. The combined result is a simple, positive experience for your trusted members, with enhanced security measures when needed.
Not All Data is Created Equal
While many companies offer data solutions for payers, not all data is created equal. Many vendors offer consumer data that has been collected from one source, such as credit bureaus. Relying on only one source limits the data to only ‘banked’ adults and also relies too much on credit bureau identity reporting. At LexisNexis Risk Solutions, we use our proprietary linking technology that links over 10,000 sources of data to cover 100% of the entire U.S. adult population. In fact, LexisNexis Risk Solutions has been recognized as a leader in the Forrester Wave Identity Verification Solutions, Q4 2022 report. We received a score of 5.0, the highest rating possible, in 17 of the 22 evaluated criteria.