Patient Engagement, Payers

UnitedHealthcare religiously reads its Apple app store reviews

No pain no gain for UHC's healthcare mobile app team.

Write those nasty app reviews. UnitedHealthcare is listening.

Craig Hankins, UnitedHealthcare’s vice president of consumer engagement products, revealed a fascinating tidbit during a panel discussion about mobile apps at MedCity ENGAGE on Monday.

His team, which is responsible for mobile apps including its flagship Health4Me, regularly checks the Apple app store reviews and meets weekly to discuss them.

Hankins said it’s one opportunity to get pure, unfiltered and direct customer feedback. His team regularly reacts to the criticisms.

And, he admits, it’s often pretty painful.

Hankins didn’t mention whether they look for feedback on one app more than another. In the case of Health4Me, it currently gets 2.5 out of five stars. The reviews are a mix encouraging reviews – “Great start!” reads the title of one – coupled with reviews that begin, “Layout great, functionally crap.”

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