Many new web-based decision support tools and care management solutions have emerged, aimed specifically at the member to complement other resources available at plan web sites. Forward-thinking health plans already have begun launching online support tools within their member portals or are actively planning to do so. Even those who have already begun to roll out such tools are thinking of new, more powerful ways to integrate them into their overall member platform. Here is a quick review of what the field looks like.

SUPPORTING MEMBER DECISIONS

Consumers face many decisions in the total and overall experience of managing their health and the health of their families. The first type of decision is whether to engage the healthcare system at all. Online tools can help the member know whether certain symptoms warrant a call or office visit. As a member then moves into the system, he or she may be presented with treatment recommendations.

In a consumer-focused framework, another big component of the decision is the cost of services. Tools have been developed that help members understand the potential costs of various treatments, with the best of these taking the member's actual benefit structure into account.

During enrollment or when the need to use healthcare services arises, another component of the decision is choosing a specific provider. While current tools have limitations, especially in physician data, a growing demand from consumers exists to make this information available to them. It is only a matter of time before many health plans provide data on this level, and by doing so, gain a competitive advantage.

USER FRIENDLINESS

The trend today in Web-based functional design is to create simple, friendly tools that do a focused set of tasks well. This approach is catching on throughout the entire Web industry and applies to consumer health support tools as well.

Online decision support tools need to be simple enough that they are usable, while at the same time able to convey complex health information. When evaluating tools for your portal, remember if the tools seem unwieldy, they are probably going to present a problem to your members, too.

To evaluate the usability of decision support tools, gather feedback from your members. They're in the best position to say which parts of these resources work and which ones could be improved. Since consumer decision support is such new territory, health plans are still learning what features and characteristics of these tools work best. You might plan to gather user satisfaction data from online, mail, or phone surveys as part of your overall strategy to determine what your members need.

ONLINE CARE MANAGEMENT

An online platform can intelligently deliver tools and communications to help members manage their chronic conditions, lose weight, quit smoking and accomplish other health goals.

By using automated rules to drive health messages, you have a cost-effective way to address all members who visit your portal. You can learn more about members' needs as they interact with the system and identify people who could benefit from more intensive follow-up.

Finally, the right incentives need to be in place to impact behavior. For example, when a member completes a health risk assessment, enrolls in an online learning program, complies with a drug regimen or achieves certain health improvement objectives, these milestones can be tracked online and tied to financial rewards. Some companies have used a reduction in monthly insurance premiums or additional vacation days as successful incentives, which give members a tangible reason to maintain a healthy lifestyle.

BUILDING SOLUTIONS

A member portal will only be successful if it contains information the member wants and can't get anywhere else, and if all the tools are integrated, rather than disconnected. That's a lot to tackle, so it is important to plan carefully. Always remember to ask yourself, what would you want in a member portal? Think bold, build it smart and erase any doubt for your members that your portal is absolutely central to managing their health.

Greg Juhn is senior vice president of product strategy with A.D.A.M. in Atlanta, which provides health risk assessments and decision-support tools.