How health insurers can build emotional loyalty during open enrollment 

When it comes to health insurance, consumers have traditionally viewed annual open enrollment decisions through a lens of necessity rather than loyalty. However, our new research reveals a paradox: While choosing health insurance is a highly emotional financial decision for individuals, some insurers across the healthcare industry continue to treat member relationships as transactional. This disconnect presents both a challenge and a strategic opportunity for insurers willing to bridge the gap between functional service delivery and genuine emotional connection. 

The numbers tell a compelling story about where health insurers are succeeding and where they’re falling short. When surveyed about what matters most to them, an overwhelming 92% of health insurance members identified fundamental trust factors as extremely or somewhat important. They want their personal information kept secure, expect insurers to live up to promises, and demand transparent claims processing alongside clear communication about benefits and coverage changes. The real opportunity for building lasting loyalty lies in the gaps that remain. 

The most significant disconnect appears in affordability perception and issue resolution. Despite 91% of survey respondents rating affordable premiums, deductibles, and prescription drugs as critically important, fewer than 70% believe their insurers deliver on this promise. Even more telling, only 66% feel their insurers resolve issues quickly, completely, and without question. These gaps represent more than operational shortcomings—they undercut member loyalty. 

1. Build trust through proactive transparency 

Transparency in health insurance often means providing legally required disclosures in dense, difficult-to-understand language. Emotional loyalty requires something entirely different: Proactive, empathetic communication that anticipates members’ needs and provides relevant, helpful guidance. 

Consider how members feel when they receive their first explanation of benefits after switching plans. They can be confused, worried about unexpected costs, or fail to understand what is covered. These emotional moments shape brand equity and loyalty more than any marketing campaign could. Insurers that invest in clear, upfront conversations about the cost of care and provide genuine transparency about benefit limitations do more than meet compliance requirements; they build the foundation of trust that keeps members enrolled year after year. 

2. Transform empathy into action 

Our research reveals that nearly 90% of members want their insurers to make their lives easier, yet fewer than 70% feel they are. This gap represents a significant opportunity for health insurers to show up for members in meaningful ways that demonstrate empathy. Members aren’t just asking for operational efficiency, they’re asking for genuine care and support during some of their most vulnerable moments. 

Think about when someone needs to find a specialist for a health issue. The current process typically involves navigating provider directories, making phone calls, and jumping through an often-confusing labyrinth of hoops. An emotionally intelligent approach would proactively connect members to appropriate care, provide context about wait times and provider qualifications, and follow up to ensure the connection was successful. This level of care facilitation transforms the insurer from a payment processor into a trusted health partner. 

3. Embrace members as partners 

Members rate ethical business practices and technology enhancement as important factors, but they’re really asking for something deeper: They want to feel like their insurer is genuinely invested in their long-term well-being rather than just their annual premium payments. 

This partnership mindset becomes especially important when addressing the issue resolution gap. When only 66% of members feel their insurers are resolving their problems quickly and completely, insurers are failing their members and chipping away at a foundational element of partnership and loyalty. Members who experience frustrating problem resolution don’t just switch plans; they actively discourage others from choosing that insurer. 

The financial impact of emotional loyalty in health insurance includes more than member retention rates. Emotionally loyal members are more likely to engage with preventive care programs, utilize appropriate care pathways, and maintain better health outcomes—all of which contribute to improved medical loss ratios. They’re also more likely to recommend their insurer to family and friends, reducing customer acquisition costs in an increasingly competitive market. 

4. Optimize member experience strategy 

Insurers should fundamentally change their approach to member experience strategy by acknowledging and applying the tenets of emotional loyalty. Rather than focusing solely on operational metrics like call center response times or claims processing speed, emotionally intelligent member experience design considers the full journey members navigate throughout their healthcare experiences. 

For example, when a member calls with a claim question, the traditional approach focuses on resolving the immediate issue efficiently. An emotional loyalty approach recognizes that the members may be anxious about their financial responsibility, confused about their benefits, and frustrated by the healthcare system in general. The interaction becomes an opportunity to provide reassurance, education, and genuine support that extends far beyond the immediate question—while still resolving the issue quickly. 

Emotional intelligence in member experience design should also transform how insurers approach technology implementation. Our research found that 82% of members value technology enhancement. However, making it transactional misses the opportunity for this touchpoint to be supportive and personal. Instead, insurers should leverage technology to build emotional loyalty through tangible actions such as anticipating member needs, providing proactive information, and creating seamless experiences that reduce member anxiety. 

Open enrollment is a test of member loyalty, and insurers who understand the emotional dynamics of this decision-making process gain a significant competitive advantage. The key is recognizing that members aren’t just comparing premium costs and deductible amounts; they’re evaluating which insurer they trust to support them throughout the coming year. 

Successful emotional loyalty strategies during open enrollment address the financial anxiety that affects nearly one-third of members who feel their current insurer doesn’t offer truly affordable coverage. Rather than simply promoting lower premiums, emotionally intelligent insurers provide clear, personalized cost projections that help members understand their total annual healthcare investment and tools and resources that demonstrate genuine commitment to cost management and member financial well-being. 

The onboarding experience following enrollment provides another critical opportunity to build emotional loyalty. Feelings of uncertainty around plan details and care access often turn into buyer’s remorse. Insurers who invest in supportive, educational onboarding experiences that reduce member anxiety and build confidence create emotional bonds that continue beyond the first year of coverage. 

Emotionally loyal members are also more forgiving when problems do occur. They’re willing to work with their insurer to resolve issues, providing valuable opportunities to demonstrate the kind of problem resolution that builds even stronger loyalty over time. 

As the health insurance industry continues to evolve, the insurers who recognize and act on the emotional dimensions of member relationships will find themselves with significant competitive advantages. They’ll retain more members through each open enrollment cycle and build lasting loyalty that transforms health coverage from a necessary transaction into a trusted partnership. In an industry where trust and peace of mind are the ultimate products, emotional loyalty isn’t just a nice-to-have, but the foundation of sustainable business success.