Health insurance member engagement is a persistent challenge with major consequences. When members don’t understand their coverage, confusion compounds, call volumes spike, satisfaction scores slip, and renewal rates suffer.
Personalized video gives health plans a powerful way to change that equation, turning complex, often anxiety-inducing communications into clear, relevant experiences that help members take the right next step at every stage of their journey.
The case for video in member communication is compelling. According to J.D. Power’s 2025 U.S. Commercial Member Health Plan Study, member experience has become a key competitive differentiator, with brand performance gaps widening in ways that directly affect satisfaction, retention, and competitive strength. Meanwhile, 45% of health plan leaders report that the “inability to self-serve” is one of the biggest hurdles to member satisfaction, while approximately 73% of customers prefer to resolve issues on their own.
Personalized video addresses both problems at once. Below are ten high-impact use cases where enterprise video personalization is helping health plans improve outcomes across their member lifecycle.
Already evaluating video personalization technology? See how SundaySky’s platform is purpose-built for health plan member engagement at scale.
1. New member onboarding and health plan member engagement
The first 30 to 90 days of a new member’s experience are the highest-risk window for confusion, dissatisfaction, and avoidable service calls. A new member who doesn’t understand their deductible, network, or how to activate their digital tools will call. A lot.
Personalized onboarding videos solve this at scale. Instead of sending a generic welcome packet, health plans can deliver a video that explains each member’s:
- specific plan type (HMO, PPO, Medicare Advantage)
- deductible status
- primary care network
- step-by-step guidance for activating the member portal and app
The content can be tailored using enrollment and eligibility data, member demographics, and digital activation status, so every member sees a video that reflects their actual situation.
Results include faster time-to-understanding, higher portal activation rates, and measurably lower call center volume during those critical early weeks. SundaySky’s health insurance customers have used personalized onboarding videos to simplify complex member experiences at scale.
As one UnitedHealthcare leader put it: “We’re using SundaySky to make a very complicated experience simple.”
Example: UnitedHealthcare member onboarding video
2. Explanation of benefits (EOB) walkthroughs
EOBs are among the most confusing communications members receive, and they’re a leading driver of “why was I billed?” calls to member services. Many members don’t understand the difference between a deductible and an out-of-pocket maximum, let alone how coinsurance applies to a specific claim.
A personalized EOB walkthrough video changes this experience entirely. Rather than receiving a dense document full of medical billing codes, a member receives a short video that walks through their actual claim, line by line, in plain language.
Video is an ideal format to explain:
- what services were rendered
- what the plan paid
- what the member owes
- what their next step is (whether that’s making a payment, understanding their appeal rights, or simply knowing the claim is closed)
The result? Fewer disputes, lower call volumes and increased trust.
3. Claims status and guidance
Claims represent moments of maximum emotional sensitivity. A member waiting on a coverage decision for a procedure or specialty visit is anxious, and unclear status updates make that anxiety worse. Every “what’s happening with my claim?” call is a symptom of a communication gap and an opportunity to do better.
Personalized claim status videos can give members a real-time, human-centered view of where their claim stands, what documentation may still be needed, and what to expect next.
Drawn from claims management data and status codes, these videos can proactively address common questions before members pick up the phone, which reduces “status check” calls and can even accelerate resolution through clearer guidance. It’s one of the highest-ROI touchpoints in a comprehensive health insurance member engagement strategy.
4. Open enrollment education
Open enrollment is time-bound, high-stakes, and notoriously confusing. When members don’t understand their options clearly enough to make confident decisions, they may simply default to inaction or choose a plan that’s a poor fit for their needs. Either outcome is bad for the member and costly for the plan.
Open enrollment videos built on member-specific data and can:
- walk each person through their current coverage
- present a side-by-side plan comparison with tailored
- guide them through subsidy eligibility and next steps
The results can include higher enrollment completion rates, better plan-to-member fit, and a lower support burden during peak volume periods. According to CMS, nearly 2.9 million more consumers enrolled during the 2025 open enrollment period compared to the prior year (a 13% increase) underscoring just how much is at stake during these windows.
5. Annual renewal outreach
Renewals are a retention moment disguised as an administrative task. Generic renewal notices may technically fulfill a requirement, but don’t always effectively communicate what matters most: what’s changing, what the member should do, and why staying is the right decision.
A personalized renewal video does the work a static notice can’t. It can show a specific member exactly which premiums, network providers, or benefits are changing in the coming year, offer a clear and simple call to action (renew, switch, or speak with someone), and reinforce the value they’ve already received. The communication feels less like a form letter and more like something their plan actually created for them (because it was).
Want to achieve these outcomes? See how SundaySky can help. Book a demo →
6. Medicare Advantage member communication and acquisition
MA buyers require a different kind of engagement than commercial plan members. Many are making one of the most consequential coverage decisions of their lives, sometimes with limited familiarity with the MA market. They benefit greatly from education, reassurance, and simplicity – especially around things like benefits, pharmacy networks, and provider access.
Personalized MA benefit summary videos give prospective MA members the clarity they need to choose with confidence. They can be tailored for the audience’s age and eligibility, ZIP code, and prescription and provider preferences. Enrollment deadline reminders built around individual timing windows help plans convert interested prospects before the window closes.
Together it creates a path to higher MA enrollment conversion and better plan selection accuracy that pays off in lower downstream dissatisfaction.
7. Acquisition and open enrollment marketing campaigns
Beyond direct member communications, personalized video can be a powerful health insurance marketing tool for acquiring new members during the annual enrollment window. Health plans competing in a crowded market need to break through, and generic digital advertising doesn’t always cut it.
Personalized video ads and targeted campaign content, built on lead source data, geographic and subsidy eligibility signals, and household profiles, can turn a prospective member’s questions into a compelling, personalized plan recommendation. “What to expect after you enroll” content can reduce post-enrollment anxiety and increase early satisfaction.
Health insurers that invest in this kind of video-powered acquisition marketing can see higher conversion rates and lower cost per acquisition compared to static alternatives.
Watch now: Sunday’s video platform for health insurance companies
8. Member retention and re-engagement campaigns
Retaining members is significantly less expensive than acquiring new ones, but it requires ongoing relevance. A member who doesn’t feel their plan understands them is a member at risk of switching at the next available opportunity.
J.D. Power’s research also finds that 20% of employers cite low employee satisfaction as a top reason for switching health plans, making the member experience a direct driver of plan-level revenue.
Personalized retention videos give members a reason to stay that feels earned rather than transactional. For example:
- “here’s how you’ve been using your plan this year” videos
- benefit reminder videos tied to underutilized services
- digital tool adoption nudges
These campaigns can be powered by claims and utilization data, digital engagement signals, and lifecycle stage indicators, and they can be deployed year-round rather than only at renewal time.
9. Digital self-service and portal adoption
Health plans invest significantly in member portals and mobile apps, yet adoption rates can sometimes fall short of targets. When members don’t know how to use digital tools, they call instead (which can be expensive). Per Healthedge, an estimated 73% of customers want to resolve issues on their own, but plans report that the inability to self-serve remains one of the biggest barriers to member satisfaction.
Personalized portal walkthrough videos can show each member exactly how to navigate their specific plan features, from checking claims status to locating in-network providers to accessing telehealth.
These videos accelerate self-service adoption, reduce cost-to-serve, and improve ROI on digital investments that were already made.
10. New benefit and product launch communications
New benefits fail when members don’t know they exist or don’t understand how to use them. Telehealth programs, wellness incentives, mental health benefits, and prescription drug programs all represent real value – but only for members who engage with them.
A personalized benefit launch video, built on plan eligibility and member profile data, can deliver the right message about the right benefit in an engaging format members prefer. Imagine this: rather than a mass email that goes unread, a member who qualifies for a new mental wellness benefit receives a short video that explains exactly what they’re eligible for and how to get started.
The downstream effect of this type of content can include faster benefit adoption, higher ROI on benefit investments, and a reduced support burden as members find answers before they need to ask.
How AI is accelerating health plan video production
One of the most common objections to personalized video at scale is the production effort required. That concern is increasingly outdated.
AI video capabilities (including AI avatars, AI voices and text-to-speech, and prompt-to-video and doc-to-video tools) now empower health plan teams to go from concept to published video in a fraction of the time previously required. Teams can turn a benefits document into a narrated, on-brand video in minutes, and then personalize it at scale across millions of members.
For health insurers operating under tight compliance and brand governance requirements, the platform’s built-in guardrails ensure every video is accurate, on-brand, and HIPAA compliant before it ever reaches a member.
Putting it all together
Across these ten use cases, a common thread runs through every one: members who receive communications that feel made for them are more likely to understand, act, and stay. That’s the promise of health insurance member engagement done right
Health plans that are winning on member experience right now are the ones investing in tools that can personalize at scale without increasing compliance risk or production burden. That’s exactly what SundaySky’s enterprise video platform was built to do. For companies ready to move from generic outreach to video-based health insurance member engagement, SundaySky is the platform purpose-built for this work.
Ready to see what personalized video can do for your member engagement strategy? Book a demo or take a platform tour.
Frequently asked questions
What is health insurance member engagement?
Health insurance member engagement refers to the strategies and communications health plans use to help members understand, use, and value their coverage throughout the policy lifecycle. This spans enrollment and onboarding through claims, renewals, and ongoing education.
High member engagement typically correlates with better health outcomes, lower churn, and reduced cost-to-serve.
Why is health insurance member engagement so difficult?
Health insurance is inherently complex. Members must navigate plan types, deductibles, networks, coinsurance, EOBs, and ever-changing benefits. And they often do it without clear guidance. Generic, one-size-fits-all communications fail to address individual situations, leaving members confused and more likely to call, disengage, or switch plans.
How does personalized video improve health insurance member engagement?
Personalized video improves member engagement by delivering communications that are tailored to each member’s specific plan, coverage details, claims history, and lifecycle stage. Members are more likely to watch, understand, and act on video content that feels relevant to their individual situation. This can lead to lower call volumes, higher self-service adoption, and better retention.
What health insurance use cases benefit most from personalized video?
The highest-impact use cases include new member onboarding, EOB walkthroughs, claims status updates, open enrollment guidance, annual renewals, Medicare Advantage acquisition, retention campaigns, and digital portal adoption. Each of these moments involves high complexity and high member stakes – exactly where personalized video delivers the most measurable value.
How long does it take to launch a personalized video program for a health plan?
With SundaySky’s AI-powered creation tools and out-of-the-box data integrations, health plan
