Regional Deep Dive: Medicare Advantage Member Experience and Digital Engagement in Germany

As digital transformation reshapes the global health insurance landscape, understanding regional nuances is critical for insurers seeking to deliver exceptional member experiences. While much of the industry’s focus has been on the U.S. Medicare Advantage (MA) market, Germany’s Medicare-equivalent population presents a unique set of challenges and opportunities—particularly in digital engagement, telehealth adoption, and benefit comprehension. This deep dive explores how German health insurance members interact with digital health platforms, the barriers they face, and how insurers can tailor digital strategies to meet their needs.

The Digital Health Landscape in Germany: Adoption and Attitudes

Germany’s health insurance market is characterized by high satisfaction with traditional providers and a cautious approach to digital innovation. While 71% of Germans report loyalty to their primary bank or insurer, only 38% have accounts with digital-only banks, and digital health adoption lags behind global averages. This conservative digital posture extends to healthcare:

Telehealth usage is among the lowest globally: Only 12% of Germans have used telehealth services, compared to a global average of 73%. In the first half of 2021, 77% of German patients had not visited a healthcare provider, and just 2% had used telehealth or telemedicine.
Digital insurance tools see limited uptake: Online banking and websites are the most common channels for financial services, but only 6% of Germans use mobile apps for banking, and digital insurance portals are underutilized.
Preference for established institutions: Many Germans cite a preference for established providers, concerns about privacy, and lack of digital literacy as reasons for not adopting digital-only services.

Unique Challenges for German Medicare-Equivalent Members

German health insurance members—especially those in the Medicare-equivalent age group—face several barriers to digital engagement:

Low telehealth adoption: Despite the pandemic’s push toward virtual care, only 2% of German patients accessed healthcare via telehealth, and 77% had no healthcare visit at all in the first half of 2021. This is in stark contrast to the U.S., where 41% of patients used telehealth.
Complexity in understanding benefits: Many members struggle to understand their insurance coverage, especially regarding digital health services, telemedicine, and supplemental benefits. Lack of clear, accessible information is a persistent pain point.
Desire for more comprehensive digital services: German patients express a strong interest in digital tools that provide access to prescriptions, referrals, full doctor history, and the ability to manage appointments and follow-ups online. However, these features are not yet widely available or adopted.
Barriers to care: COVID-19 exposure risk, inability to schedule appointments, and lack of information about telehealth are leading reasons for delayed care. For older adults, digital literacy and access to technology remain significant hurdles.

Comparing U.S. and German Member Experiences

The U.S. Medicare Advantage market has seen rapid digital transformation, with members increasingly using online platforms to manage benefits, access telehealth, and engage with wellness programs. Key differences between the U.S. and Germany include:

Telehealth adoption: 41% of U.S. patients have used telehealth, compared to just 12% in Germany.
Digital engagement: U.S. MA members are more likely to use digital tools for pharmacy management, benefit exploration, and communication with insurers. In Germany, digital engagement is primarily limited to online banking and basic insurance information.
Understanding of benefits: Both U.S. and German members report confusion about coverage details, but U.S. insurers have made greater strides in providing transparent, user-friendly digital experiences that clarify benefits and costs.

What German Members Want from Digital Health Platforms

Despite low current adoption, German members are open to digital health solutions that address their specific needs:

Expanded telehealth services: 77% of German telehealth users say they would continue using these services at the same or greater rate post-pandemic. Desired features include the ability to get prescriptions, referrals, diagnoses, and access to full medical history in one place.
Personalized, accessible digital journeys: Members want digital tools that are easy to navigate, provide clear information, and offer personalized recommendations—mirroring the best practices seen in U.S. digital health platforms.
Integrated support and transparency: There is a strong demand for platforms that integrate all aspects of care—appointments, prescriptions, referrals, and benefit information—into a single, transparent digital experience.

Actionable Insights for Insurers in Germany

To succeed in the German market, insurers must address both the digital hesitancy and the evolving expectations of Medicare-equivalent members. Key strategies include:

Human-Centered Design: Co-create digital solutions with members, caregivers, and providers to ensure platforms are intuitive, empathetic, and accessible—especially for older adults and those with limited digital literacy.
Personalization at Scale: Leverage data to deliver tailored experiences, such as medication reminders, cost-saving program alerts, and wellness recommendations. Personalization builds trust and drives engagement.
Seamless Omnichannel Integration: Enable members to move effortlessly between digital and physical touchpoints, ensuring consistent access to information and support.
Transparency and Education: Provide clear, upfront information about coverage, costs, and available digital services. Educational resources and proactive communication can help bridge the digital literacy gap.
Operational Efficiency: Automate manual processes and streamline workflows to reduce costs and free up staff for higher-value interactions, such as personalized support for complex cases.

The Publicis Sapient Approach: Tailoring Digital Transformation to Regional Needs

Publicis Sapient’s experience with leading health insurers demonstrates that digital transformation is not one-size-fits-all. In Germany, success requires a nuanced approach that respects local preferences while introducing best-in-class digital experiences. By modernizing legacy systems, integrating data-driven insights, and focusing relentlessly on the member experience, insurers can:

Increase digital adoption and engagement among older adults and vulnerable populations
Improve member satisfaction and loyalty through transparency and personalized support
Reduce operational costs and accelerate innovation
Build trust in a market where digital skepticism remains high

Conclusion: Seizing the Opportunity in Germany’s Digital Health Market

The German health insurance market is at a crossroads. While digital adoption remains low, member expectations are rising, and the appetite for convenient, transparent, and personalized digital health experiences is growing. Insurers who invest in human-centered, regionally tailored digital transformation will be best positioned to meet the needs of Medicare-equivalent members—driving better health outcomes, deeper engagement, and sustainable growth.

Publicis Sapient stands ready to help insurers in Germany and beyond reimagine the future of health insurance—putting members at the center of every digital journey.