Payers Address COVID-19 Vaccine Uptake With Member Engagement

Health insurance providers are taking a variety of approaches to encourage equitable COVID-19 vaccine uptake, such as forming community partnerships, using targeted outreach for member engagement, providing education on vaccine efficacy, and addressing transportation as a care access barrier, according to a new AHIP survey.

These payer efforts come as the country approaches what some call the COVID-19 “vaccine wall,” in which the vaccine supply is greater than the number of individuals requesting appointments.

“Throughout the COVID-19 crisis, health insurance providers have worked hard to ensure that costs are not a barrier to testing and treatment,” Matt Eyles, AHIP president and CEO, said in a press release. “We are now seeing that commitment extended through their work for equitable vaccine access, particularly among those most vulnerable to the worst effects of the virus, and continued vaccine uptake.”

Conducted in March 2021 before COVID-19 vaccine availability was open to all adults, the survey included responses from payers that together cover close to 110 million Americans.

According to the survey results, 98 percent of payers have trained their care and disease managers to answer member questions regarding vaccine availability and local regulations. Additionally, 96 percent of health payers have trained their customer service representatives to respond to COVID-19 vaccine questions.

Almost three in four payers (73 percent) have formed partnerships with stakeholders such as state and local governments, community health centers, hospitals, health systems, and pharmacies to improve COVID-19 vaccine allocation and distribution.

“Health insurance providers are working with a variety of partners to increase vaccine acceptance, including partners who can assist in vaccine delivery, in appointment coordination and overcoming barriers to appointment such as transportation, and in encouraging people to get their vaccines,” said Kate Berry, senior vice president of clinical affairs and strategic partnerships at AHIP.

“People want to be connected with trusted organizations, such as primary care and other providers, pharmacies and faith-based organizations,” Berry continued. “Health insurance providers are meeting that need by working with volunteers, clinicians, community members, and others to get people the information and support they need.”

The vast majority of payers—90 percent—have created education, awareness, and outreach campaigns to encourage COVID-19 vaccine uptake. Additionally, 88 percent of payers covered the cost of vaccine administration, 85 percent worked with government leaders to ensure equitable vaccine distribution strategies, and 83 percent took steps to address vaccine hesitancy through member engagement.

To specifically target racial health disparities in vaccine uptake, three out of four payers engaged with leaders in communities of color (77 percent).

According to the survey results, almost four in five health insurance providers (79 percent) noted that phone calls have been most effective for spreading the word about the COVID-19 vaccine among seniors 65 years old and up.

Additionally, just about half of payers noted that community partnerships have been helpful in engaging seniors in vaccination conversations (48 percent), while 42 percent and 33 percent, respectively, said that social media posts and emails have been beneficial.

Seventy-seven percent of payers have provided transportation for members to get a vaccine.

Vaccine supply remained a challenge at the time of the survey for 92 percent of payers. According to AHIP, vaccine supplies are no longer a barrier. However, other challenges persist, such as addressing vaccine hesitancy and accessing scheduling systems, which affect 85 percent and 75 percent of payers, respectively.

“Vaccines save lives, and now more than ever we must come together to ensure that every single American has access to free COVID-19 vaccines, and that as many people as possible are fully vaccinated,” said Eyles.