Big carriers get better at building websites consumers will use

Most consumers don’t really like dealing with their health insurer, online or off. In fact 25% of consumers would rather file their taxes than select or manage their healthcare benefits and 28% would prefer to get their teeth cleaned over dealing with a health insurance company, according to a survey from UnitedHealthcare Group.

But big health insurers are getting better at making their websites more consumer-friendly—and in giving consumers easier ways to manage their benefits, comparison shop for healthcare treatment and find a doctor.

Market research firm Corporate Insight recently broke down the features of 17 big healthcare insurance websites and picked a group of nine carriers—Aetna, Blue Cross and Blue Shield of Massachusetts, Blue Cross Blue Shield of Illinois, Cigna, Florida Blue, Humana, Oscar Health, Tufts Health Plan and UnitedHealthcare—that are doing a good job at making digital healthcare tools easy to use.

Corporate insight evaluated six types of self-service tools: coverage and benefits, claims details, provider locators, cost estimation, pharmacy platforms and mobile access. The market research firm gave a gold, silver and bronze award ranking to the top three payers in each category.

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