From Tight Budgets to AI Adoption: New Survey Unveils the 2024 State of Healthcare Engagement

Engagys LLC, the leading healthcare consumer engagement consulting and advisory firm, has released the results of its highly anticipated Ninth Annual State of Healthcare Consumer Engagement Survey. Drawing on responses from healthcare payer organizations, this year’s survey sheds light on the most critical trends shaping healthcare consumer engagement, focusing on financial constraints, AI integration, and the continued importance of both traditional and digital communication strategies.

The survey findings reveal that healthcare organizations are increasingly balancing innovation with tighter budgets and shifting regulatory demands. As plans invest in digital channels, traditional methods such as printed letters and call center agents remain vital for engaging specific member populations. The survey also highlights the slow but steady adoption of artificial intelligence (AI), hindered by compliance and funding challenges, and the growing importance of health equity initiatives largely driven by the new CMS Health Equity Index (HEI).

Key findings from the survey include:

• Shrinking budgets: Over 20% of respondents reported significant cuts to their engagement budgets, reflecting the tough financial environment healthcare plans are operating in. Additionally, attention from top leadership towards consumer engagement has decreased by 12% compared to the previous year. 
• Traditional channels still matter: While digital platforms like web portals and social media are growing, call centers and printed letters remain crucial engagement tools. 
• AI adoption lags: Only a small percentage of respondents have fully integrated AI into their engagement strategies, with compliance and funding challenges cited as major barriers. 
• Health equity on the rise: CMS’s new Health Equity Index (HEI) is driving health plans to expand their efforts in reducing disparities, with transportation emerging as the top priority for addressing social determinants of health (SDoH). 

"Despite financial pressures, it's clear that healthcare organizations remain committed to improving member engagement," said Jack Newsom, Partner at Engagys. "Our survey shows that while digital transformation is making strides, traditional engagement methods are still required. We also see an encouraging trend towards greater emphasis on health equity, which will be critical as the industry continues to work on addressing social determinants of health."

As healthcare organizations plan for 2025, Engagys’ survey points to continued investments in multichannel strategies, AI, and health equity. Member engagement remains a top priority, with a growing focus on consumer-focused metrics such as Net Promoter Score (NPS) and response rates to gauge the effectiveness of consumer engagement programs.

Survey Methods

Conducted in September 2024, Engagys’ Ninth Annual Consumer Engagement Survey drew responses from dozens of healthcare organizations, representing a cross-section of health plan professionals responsible for member engagement and communication. Participants included C-level executives, vice presidents, and directors. Notably, VP-level participation tripled from last year’s survey, highlighting the growing need for senior oversight in managing complex engagement initiatives. The 2024 survey also revealed the least variation in responses across roles, reflecting an enterprise-wide commitment to engagement and greater cross-functional collaboration.

To explore the full survey, access the eBook on the Engagys website.