TLDR: WATCH THE VIDEO (click above)
Imagine you're in the hospital with the flu. Well, not you, but my dad. He recovers, heads home, and then the bill arrives. Cue the dramatic music: it's $1,000. Hold up—outrage ensues! He has Medicare! He has insurance! I'm ready to spend hours on the phone, but then... we dive into the details, and the plot thickens.
Finally, it dawns on us. That $1,000? It’s less than 1% of the bill. Insurance already paid 99% – $123,000! Without digging through the fine print, we’d never have known about this act of financial heroism. Talk about a missed marketing opportunity.
This got me thinking about the broader healthcare context, through the lens of MyChart. So in today’s teardown, we take on how information is presented, framing effects and transparency, and what this can teach HR managers and PMs.
Framing effects: The lens we view our bills through
How information is framed can drastically alter our perception and decision-making processes. In the context of my dad's hospital bill, the insurance company's decision to foreground the amount owed rather than the amount covered is a textbook case of negative framing. This buries the lead: the relatively small amount left for the patient to pay overshadows the insurance company's financial contribution (in my case, a whopping $123,000).
So much for the perceived value of the insurance coverage! Perhaps worse, this framing also misses a chance to foster a positive patient-insurance relationship. Think about it: by flipping the script and leading with the 99% coverage, the insurance could turn a moment of potential frustration into one of gratitude and trust-building. It's a small shift in presentation that totally changes the narrative. Suddenly, instead of financial burden, it’s about support and care.
Don’t hide your effort, show it
The idea of framing extends to the entire healthcare experience. How procedures are explained, options are presented, and outcomes are described—all are subject to framing effects that can influence patient choices and satisfaction. Recognizing and intentionally managing these effects can lead to more informed decision-making, better patient experiences, and ultimately, a healthcare system that feels more aligned with patient needs and perspectives.
And the lessons aren’t limited to healthcare. A study by Ryan Buell, Ethan Porter, and Michael Norton found that Bostonians who interacted with a website that showed both service requests (e.g., potholes, broken street lamps) and what the city was doing to address those requests became 14% more trusting and 12% more supportive. This is huge. You can improve your relationship with your customers or employees – just by showing them your effort. 💡
3 key insights from this teardown:
🖼️ Why framing matters more than you think
🔎 How transparency can transform perception
🗣️ Why you should show your customers what you’re doing for them
Reflecting on the billing experience with my dad, it's clear that insurers and the healthcare industry as a whole can do better at sharing financial information.
I’ll frame it like this: it’s not about blaming anyone – it’s about finding opportunities to enhance patient experience. The way to do that? Through clearer, more positive framing and communication. 😄
Have you ever found good news buried in your healthcare bills? 💸 Share your stories. I’ll see you next week for another deep dive into the psychology of design.
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