The last two decades saw digital communication channels fundamentally transform how health plans engage with members. Mobile apps, secure messaging, email, and online portals give new opportunities to connect with members more frequently, more conveniently, and in more personalized ways—and Deloitte says more than half of health plan executives are investing in expanding digital member engagement in 2026.
Now, a new wave of innovation is poised to transform member communications even further: artificial intelligence. Health plans are shifting more attention and budget to exploring how AI can enhance the member experience—from proactive health insights to hyper-personalized guidance.
But health plans occupy a uniquely complex position. Unlike many industries that serve relatively narrow demographic segments, health plans must communicate effectively with the full spectrum of generations—from digitally native young adults to seniors who still prefer traditional communication channels.
That reality creates a central challenge: ensuring members actually engage with the communications they receive.
For many older members—who make up the majority of Medicare populations—traditional channels still dominate. They want to speak with people, receive printed materials in the mail, and discuss healthcare decisions directly with trusted providers.
At the other end of the spectrum, younger generations have grown up in a digital-first world. They expect healthcare experiences that are as seamless and responsive as the apps and services they use every day—and increasingly expect AI-driven insights to help them manage their health.
Between these two groups lies the largest and most diverse segment of the population. Some members are fully comfortable with digital-first communications, while others still prefer more traditional, high-touch interactions.
The challenge for health plans is clear: build a communication strategy that orchestrates multiple channels and technologies—while respecting individual preferences—to deliver consistently outstanding member experiences.
The rapid expansion of digital member communications
Health plans have steadily increased their use of digital channels over the past two decades, and that trend continues to accelerate. This shift is driven by both member expectations and economics. Digital channels allow health plans to engage members in ways that feel more continuous and embedded in daily life—through appointment reminders, benefit updates, wellness programs, and other touchpoints that are easier to access and act on in the moment.
At the same time, digital communications are often more cost-efficient than traditional channels. They can lower the cost per message, reduce administrative burden through automation, and help health plans scale more personalized outreach without adding the same operational strain as print and mail.
The coming wave of AI-powered member experiences
While the shift to digital communications unfolded gradually over the past two decades, the rise of AI is moving much faster—and bringing even more transformative change.
Across healthcare, AI is rapidly expanding the possibilities for proactive and personalized care. One of the most promising areas is the combination of AI with wearable health monitoring technologies and connected medical devices.
Devices such as continuous glucose monitors (CGMs), smart scales, and wearable fitness trackers can now collect real-time health data. AI systems can analyze that data continuously, identifying patterns and providing insights that would be difficult to detect during periodic doctor visits.
Healthcare organizations across the country already are piloting programs that combine remote monitoring devices with AI analytics. Diabetes management programs, for example, increasingly use CGMs to track blood glucose levels in real time. Similarly, connected scales used in heart failure programs can detect subtle weight changes that signal potential complications before they become emergencies.
AI also has the potential to streamline what could be described as the healthcare “information supply chain.”
Today, much of the interpretation and communication of health information flows through clinicians—physicians, nurses, and other healthcare providers. While this expertise remains essential, it can also create bottlenecks as providers balance heavy workloads and limited appointment availability.
In appropriate and approved circumstances, AI can help remove some of these bottlenecks by analyzing health data quickly and providing timely insights or alerts. Instead of waiting days or weeks for follow-up information, members may receive faster guidance that helps them take action sooner.
For members, this can translate into more proactive care, faster access to information, and a greater sense of control over their health.
Why traditional communication still matters for older members
Despite the rapid growth of digital tools and AI capabilities, one principle remains unchanged: communication only works if the intended audience actually engages with it.
If members do not read or respond to the messages they receive, the benefits of digital convenience or cost efficiency become irrelevant.
For many older Americans, traditional communication channels remain the preferred way to engage with healthcare.
Members in Medicare populations often want to speak with a real person when making healthcare decisions. They value phone calls that confirm appointments, printed materials that explain benefits, and direct conversations with healthcare providers they trust.
These preferences reflect more than familiarity—they reflect trust. Healthcare decisions are deeply personal, and many seniors feel more comfortable discussing complex information through human interaction rather than automated systems.
Ironically, these members may stand to benefit the most from emerging AI-enabled healthcare technologies. Older adults have higher rates of chronic conditions such as diabetes, heart disease, and hypertension—areas where wearable monitoring and AI analysis could dramatically improve care management.
Yet many seniors perceive highly automated healthcare interactions as impersonal or disconnected. Systems designed to deliver hyper-personalized care can sometimes feel less personal to members who place high value on human relationships.
At the same time, attitudes among older populations are evolving. The COVID-19 pandemic accelerated the adoption of telehealth among seniors, and many have become more comfortable with digital healthcare tools.
Even so, older populations remain far from digital natives—and most do not aspire to be.
For health plans, the takeaway is clear: traditional communication channels and high-touch support remain essential components of effective member engagement.
Younger generations expect digital-first healthcare
Younger generations bring a dramatically different set of expectations to healthcare interactions. Members of Generation Z and younger Millennials have grown up with smartphones, social media, and real-time digital services as a normal part of daily life. They’re accustomed to managing everything—from banking to shopping to travel—with a few taps on a screen.
They expect healthcare interactions to operate with the same level of convenience and responsiveness. These members want to schedule appointments online, access coverage details instantly, and receive proactive reminders or guidance through digital channels. Waiting days for information or navigating complex phone systems feels incompatible with the experiences they encounter elsewhere.
Younger consumers also have a different relationship with data. They understand that many organizations collect and analyze personal data. What they expect in return is value—services that are personalized, relevant, and helpful.
Wearables, health apps, and digital tracking tools are now common among younger demographics. But what truly stands out to these users is when organizations transform that data into meaningful insights.
In healthcare, that means helping answer the question: “What should I do next?” Health plans that can deliver proactive guidance, personalized health insights, and convenient digital communication will be better positioned to build trust and loyalty with these emerging generations of healthcare consumers.
The “middle generation”: balancing comfort and caution
Between seniors and digital-native younger members lies a large population with widely varied levels of comfort with digital healthcare tools. Many members of Generation X and older Millennials fall into this category. These individuals often play dual roles in the healthcare system—raising children while also helping manage the healthcare needs of aging parents.
Within this group, preferences vary widely. Some members embrace digital healthcare tools enthusiastically, while others remain cautious or hesitant.
For health plans, this demographic represents both a challenge and an opportunity. Plans must respect members’ existing communication preferences while also helping guide more hesitant individuals toward the benefits of digital tools. Clear education, intuitive technology, and meaningful value can help members become more comfortable with digital healthcare experiences over time.
This transition matters because many members of this group will eventually age into Medicare populations—where proactive monitoring tools and AI-driven insights could significantly improve care management and outcomes. Helping members become comfortable with these tools today can help create stronger engagement and better health outcomes tomorrow.
Orchestrating personalized member communications at scale
Technology transformation presents a balancing act for every organization: Companies must invest enough to stay ahead of innovation while avoiding changes that alienate the customers they already serve.
Health plans face one of the most complex versions of this challenge. They must deliver modern digital experiences and invest in AI capabilities to meet the expectations of younger generations. At the same time, they must continue supporting traditional, high-touch communication channels that remain essential for older populations. And for the large population in between, health plans must strike a careful balance—engaging members through their preferred channels today while helping guide them toward more digitally enabled healthcare experiences in the future.
Delivering the right message to the right member through the right channel—at exactly the right moment—is one of the most important capabilities a health plan can develop. Beyond regulatory requirements, it’s essential to delivering the kind of member experience that builds trust, loyalty, and long-term retention.
How Toppan Merrill can help
Managing personalized communications across diverse member populations is complex—but health plans don’t have to solve it alone. Toppan Merrill helps health plans modernize their member communication strategies by combining regulatory expertise with technologies that support omnichannel delivery.
From printed materials and mailed communications to mobile engagement and emerging AI-enabled capabilities, Toppan Merrill helps health plans deliver the right information through the channels members trust most. Our experts partner with health plans to harness member data, streamline communication workflows, and design engagement strategies that balance innovation with accessibility.
The result: member communications that are more personalized, efficient, and effective—no matter where each member sits on the digital spectrum.
Learn more about Toppan Merrill Health Plans Member Communications.
