In an era dominated by rapid technological advancements and digital transformation, the health insurance industry stands at a pivotal crossroads. While digitization profoundly impacts the healthcare sector, the human touch remains a fundamental element that continues to define the essence of healthcare.

At its core, health insurance is fundamentally about people. It’s about offering peace of mind, financial security, and, most importantly, compassionate care during life’s most challenging moments. Therefore, health insurance must evolve from its traditional transactional approach into a meaningful and supportive partnership.

We can draw valuable lessons from other industries that have successfully balanced technology and human interaction. Take the hospitality industry, for example. High-end hotels use apps to streamline check-ins, but they still provide personalized concierge services to ensure guests feel valued and cared for. Similarly, in healthcare, digital tools can enhance efficiency, but they should never replace the essential human element that patients need and appreciate.

A 2022 demographic health survey by the Kenya National Bureau of Statistics (KNBS) observed that 70 percent of Kenyans preferred in-person consultations with healthcare providers, attributing this preference to the perceived superior quality of care. Additionally, a study by the East African Medical Journal found that 85 percent of patients in urban areas like Nairobi felt that personal interactions with healthcare providers significantly enhanced their overall healthcare experience.

These findings reveal an interesting pattern: being seen, heard, and understood matters most to patients, rather than just physical interaction. This underscores the profound impact of empathetic and personalized care in fostering trust and satisfaction within the healthcare system.

For an industry often perceived as cold and bureaucratic, infusing empathy into every interaction can significantly enhance the customer experience and foster trust. At Jubilee Health Insurance, this means recognizing our clients' unique circumstances and emotional states. It means listening actively, understanding their fears and concerns, and providing reassurance.

As healthcare professionals, policymakers, and industry stakeholders, we all have a role to play in promoting compassionate care in healthcare. Engaging in initiatives or forums that encourage sharing of best practices and innovative approaches to maintaining empathy in our increasingly digital world is key.

By participating in these discussions, we can collectively work towards a more compassionate healthcare system. It’s essential to keep improving. Continuous feedback loops can help us regularly assess and refine our customer interaction strategies. This commitment to ongoing improvement ensures that we are always aligned with our clients' needs and expectations.

The digital revolution has brought about remarkable efficiencies in the health insurance sector. From streamlined claims processing to AI-driven customer service, technology has the potential to enhance service delivery and improve outcomes. However, over-reliance on automated systems may risk eroding the human touch that is essential in healthcare. While chatbots and AI are excellent for managing routine queries, they cannot replicate the nuanced understanding and genuine emotional support that a human representative can offer during critical moments.

Imagine you’re navigating a health crisis, and, amidst the stress, you encounter a friendly, understanding voice that listens to your concerns and offers real solutions. This human connection can make all the difference. At Jubilee Health Insurance, we believe in creating these moments of genuine care and support.

But empathy shouldn’t stop at the insurer's door. It’s crucial to foster this human touch throughout the entire healthcare value chain. When a health insurance customer deals with hospitals, pharmacies, and other service providers, they should feel supported regardless of who is offering the service. Through close collaboration within the value chain, we can ensure that empathy is present at every touchpoint.

Hospitals, doctors, and other healthcare providers must also embrace and practice empathy. When every link in the chain uses the heart well, patients feel genuinely cared for during their most vulnerable moments. So, what can we do together to keep the heart in healthcare? Let’s continue to advocate for a balance between the efficiencies of technology and the irreplaceable value of human empathy. By doing so, and by ensuring every member of the healthcare value chain embodies this approach, we can create a healthcare system that not only meets but exceeds the needs of our clients.

Opinion by Eddy Khavakali - Head of Customer Retention, Jubilee Health Insurance