Readers Write: For Better Member Engagement, Talk to a Human

For Better Member Engagement, Talk to a Human
By Kevin M. Healy

Kevin M. Healy is CEO of ReferWell.

The healthcare industry is experiencing a digital gold rush. AI platforms are everywhere, offering innovative promises to change how we engage with members for the better. From chatbots to automated outreach tools, the future is fast, efficient, and increasingly faceless.

The issue that many people aren’t discussing is that while these tools offer a quick, and seemingly intelligent, alternative to direct outreach, people are not responding to it. 

Despite the excitement around AI and automation, the majority of healthcare appointments are still made over the phone. Not through an app or  chatbot, but a phone call, often with another human being, because healthcare is personal.

Research shows that 84% of healthcare consumers identified communication quality as a crucial factor in their overall patient experience. When someone needs help navigating the system, whether it’s finding a doctor, scheduling a mammogram, or understanding their benefits, they want to talk to someone who listens and knows their needs, not an AI bot that doesn’t truly understand the emotions that can come with complex healthcare decisions.

Digital tools have their place. Text reminders and emails can be helpful for tech-savvy members, and portals are a fantastic tool for direct follow-up questions with your provider or to reference after visit summary notes.

However, when it comes to driving action, such as actually getting people to the doctor, technology alone rarely moves the needle. A generic text cannot reassure someone who is anxious about an upcoming procedure. A portal doesn’t know if your insurance covers the provider you need to see. Instead, a phone call from a trained care navigator who speaks the member’s preferred language, understands their needs, and respects their time can make the difference.

A study conducted at the University of Alabama’s Patient Care Connect program found that 83% of patients were satisfied or very satisfied with assistance provided by care navigators, and an impressive 90% recommended the program to others. These human connections are more than feel-good anecdotes. They are proven strategies for increasing show rates, improving outcomes, and reducing care gaps.

This isn’t just a rejection of technology. It’s a reminder that we’re in the business of human health. AI can support and inform engagement efforts. It can help us identify the right people to reach and the right time to call, but it shouldn’t replace the human voice at the heart of care.

Let’s build smarter systems that elevate empathy, not eliminate it. Let’s use AI to empower human outreach, not sideline it. Let’s stop mistaking automation for connection. Because when it comes to getting someone to take that critical step, to schedule the appointment, show up, ask the hard question, and take control of their health, a conversation still works better than an algorithm.