Healthcare is complicated. But insurers and the medical industry seem to go out of their way to make it even more difficult to understand. Hopefully, though, it’s going to get better.
I just had dinner with a friend of mine, Ingrid Lindberg from CIGNA, who deserves a huge shoutout. Her customer experience work just won a the first place Gold Medal award for customer strategy as well as a customer experience excellence award from Gartner and 1 to 1 Media. Ingrid, CIGNA’s Chief Experience Officer, is leading the charge to eliminate what she’s labeled as “insurance speak” and “CIGNAspeak” from all customer communications.
Under Ingrid’s leadership, CIGNA has adopted “words we use” guidelines which replaces such jargon as provider, co-pay and formulary with approved terms such as doctor, the amount you pay and drug list. These guidelines are attempting to purge hundreds of confusing pieces of jargon and acronyms from CIGNA’s vocabulary. The effort has led to a redesign of many communications like this explanation of benefits: