The premise of health insurance is simple – insureds pay insurance companies a premium with the expectation that when the insured needs medical care, it will be funded by the insurance company (subject to the policy conditions). And if the care required is really expensive, well, that’s why you have insurance.
The relationship is inherently based on trust; the insured trusts the insurance company to pay the bills and the insurance company trusts the insured to pay the premiums. Actually, there’s not a lot of trust on the part of the insurer, as they just cut off benefits when premium payments stop coming in. But the insureds trust the insurer to pay the bills, cover expenses, and treat them fairly.
What happens when that trust breaks down? Does it do lasting damage to the relationship between and among individuals and insurers? Absolutely.
“While deception may be tempting because it can be used to increase short-term profits for the deceiver, we find that the long-term costs of deception are very high,” the researchers conclude. In other words, in long-term relationships, it pays to cooperate.” This quote is from a very interesting experiment conducted by a couple Wharton Business School professors which examined the implications of deception on relationships between individuals.
Research indicates the health insurance industry ranks pretty low in terms of respecting customers, and customer respect, with 3 out of 5 respondents saying their general trust for insurance companies is “not much” or “not at all”.
Moreover, polls indicate that people would be willing to pay more to see certain doctors, under certain conditions. This being the case, it is puzzling as to why HSA plan sponsors (insurance companies) aren’t more forthcoming, and don’t explicitly inform insureds that services rendered by providers must be “covered” under the plan definitions if the negotiated rate is going to apply. If their members are OK with paying more, then insurers should just tell them, clearly and up front, that non-covered services are going to cost whatever the provider charges.
Many health insurance executives appear to have a large blind spot when it comes to their customers’ reactions to policy limits and restrictions. They don’t seem to “get” that customers are not expert in parsing policy language, don’t understand the intricacies of policy limits and restrictions, and get angry when they think they’re being mistreated.
The net is, insurance companies may save a few bucks by not telling HDHP buyers that their negotiated discounts don’t apply to non-covered services, but they will likely lose customers, and may well lose their battle against tighter regulation as a result.
What does this mean for you?
Perception is king, and customers/voters/health care consumers perceptions of insurers’ practices may well result in “unintended consequences” for the insurers.