Improve Member Retention

A regional health insurance provider partnered with W5 to better understand member experiences and identify strategies to improve annual plan renewals. Through in-depth qualitative research, W5 explored how members navigate the insurance landscape, revealing key barriers and opportunities for improvement. Findings guided initiatives to enhance member engagement, streamline communications, and build loyalty through more personalized support.

APPROACH

W5 conducted a qualitative research initiative that included in-person focus groups with health insurance members across multiple member types and demographic segments. The research explored how members choose, use, and renew their insurance, examining decision-making behaviors, perceived value, communication preferences, and support experiences. The findings provided a comprehensive view of the member journey and highlighted areas for improvement.

RESULTS

The research uncovered a range of insights into member expectations, frustrations, and unmet needs. These insights are being used to guide improvements across the member experience, from refining outreach strategies and simplifying enrollment processes to enhancing service models and communication approaches. By tailoring support and messaging to better align with member needs, the client is now better positioned to strengthen engagement, build loyalty, and drive long-term retention.