“The attraction to any Association—whether professional, social or political in nature—is directly proportional to shared interests and the value members are able to glean from their association.” That’s why the mission of these organizations is to deliver programs, services and resources that benefit members in a tangible way to build loyalty and increase Association visibility.
As the healthcare landscape continues to evolve into a more consumer-driven model, the ability for Associations to provide access to individual healthcare as a value-added benefit to their members will become increasingly difficult, but advantageous. Many carriers are stepping away from the Association Group option leaving Associations scrambling for a solution for their members. The result: navigating this current and future healthcare landscape can be overwhelming for the members seeking Medical or Medicare options and other insurance products.
To address this need, many Associations are moving to a consumer-driven tailored Health Marketplace model, where members can quickly and easily access a specific menu of insurance products to shop, compare and ultimately purchase benefits. Health Marketplaces have been introduced into the industry as a flexible alternative to traditional health plan models, allowing offerings to be customized to fit the needs of a particular group.
The value proposition of Health Marketplaces for Associations is high; member groups are able to offer alternative health insurance options to its members while, at the same time, increasing value and loyalty to the group. Provided through a private link on an Association’s website, social media site or from target marketing these custom-branded Health Marketplaces can be set up where the members can simply research and purchase from a menu of offerings on their own time and at their own price they choose. And while the choice for a Health Marketplace offering should be an easy one, many Associations will not be able to dedicate the resources needed get this kind of initiative off the ground and maintain it for the long haul.
Associations will need to leverage the know-how of an experienced partner in this process. Recognizing this need, HealthPlan Services℠ has developed, MyConsumerLink℠, a comprehensive turn-key offering to address the complexities involved in setting up customized Health Marketplaces. From front-end licensed sales professionals and call center support to the technological platform required for back-end processes, the heavy lifting is already done.
Our experts simply work with Associations to design an offering that makes sense for their membership by allowing them access to a platform of fully-vetted Quality Health Plans, as well as dental, vision, life, Medicare and other supplemental products. As members access the Health Marketplace through a private link on the group’s website, skilled sales professionals take it from there. As partners in this process, the MyConsumerLink business model also allows avenues for Associations to generate additional revenue from advertising and marketing arrangements.