Simplicity in the healthcare industry is on life support. This is one of the findings from Siegel+Gale’s recently released 2011 Global Brand Simplicity Index, which articulates the across-the-board demand for simplicity in various industries.

According to the survey, health insurance ranked 24^th in a field of 25 industries. Complexity exacts a heavy toll in an industry challenged by escalating costs, strict regulation and an undifferentiated marketplace. The end result is that consumers and providers spend countless hours weaving through an endless maze of rules, regulations and policies.

As one of the survey’s respondents put it: “Health insurance is hard to understand. Period.”

So what can healthcare insurers do to simplify the customer experience and provide a smooth journey?

Unifying strategy

At the top of the list is developing a unifying strategy that guides an organization’s thinking, communications and behavior. This provides the foundation needed to communicate a simple but powerful message to consumers through a variety of platforms. Bringing a clearly defined strategy front and center is the first step to establishing a strong connection with customers.

Clear communications

Healthcare insurers must communicate clearly and consistently across all touchpoints, from welcoming letters and call center interactions to emails and EOBs. Speaking in one unified voice to all consumers is critical for healthcare companies, no matter what the mode of communication. Even those touchpoints that stand out on their own can confuse a customer if they don’t work together as a cohesive system.

Customer preferences

Also important is recognizing how and when policyholders prefer to communicate. Some people are tied to their mobile devices all day long, while others favor a certain time—early morning, late at night—to answer their emails. Being aware of these preferences can help establish a strong and enduring relationship.

All things digital

Developing a digital strategy that is aligned with all messaging is also essential. Visiting the website is often the first interaction a customer has with an insurer—and it needs to meet their needs and provide a powerful experience. A coherent digital strategy drives consumer engagement, deepens customer loyalty and increases satisfaction.

As health insurance becomes a commodity, the entire industry is shifting to a consumer-centric model. People have more choices and are picking what’s best for them. Insurance companies must learn how to communicate with consumers simply and effectively in order to stay top-of-mind as consumers’ primary choice when selecting a healthcare provider.

Developing a communications strategy that speaks with one voice and is consistent across all touchpoints will ensure a smooth journey for a satisfied, loyal and healthy customer base.

Angela Medina is a strategy director for the Siegel+Gale New York office.