Incentives will continue to be the name of the game when it comes to keeping populations healthy, and in 2019, incentive plans will become even more personal. (Image: Shutterstock)

As financial responsibility for health care continues to grow, consumers and employers will no longer tolerate poor experiences. The health care market is focused on driving affordability across the industry and ripe for disruption. As a result of these market dynamics, as well as our ongoing conversations with clients, partners, and industry influencers, we have identified five trends for consumer-driven health care (CDH) that are sure to be at the forefront of the conversation in 2019:

1. Technology, specifically artificial intelligence (AI), will move from vision to execution in guiding the consumer journey

This year, technology advancements will begin to offer support throughout every stage of the benefits journey, from plan selection to care delivery. We will see AI leverage consumer data to support decision-making around optimal plan design and employer funding, to seed key questions consumers should ask their providers, and to provide prompts that encourage consumers to shop for better prices.

2. Incentives will be used to help manage and prevent the onset of chronic disease

Incentives will continue to be the name of the game when it comes to keeping populations healthy, and in 2019, incentive plans will become even more personal. Wearables and connected homes have become more advanced and will provide a platform for employers to set, track, and personalize goals around diet, exercise and even sleep. Rewards for these incentives will often include contributions to a benefit account, such as a health savings account (HSA).

3. Employers will start to prioritize HSA contributions over 401ks

While many consumers are familiar with 401ks as a retirement savings vehicle, HSAs have gained popularity among experts for their potential to significantly impact and up-level the way consumers save for the long term. HSAs have recently been named by many as a favorable alternative to 401ks for their heightened benefits that include a triple tax advantage that makes contributions tax deductible, asset grow tax free, and the ability to use funds for qualified medical expenses at any time without tax free. Because of these benefits, at age 65, the value of a dollar invested in an HSA is worth nearly 30 percent more than a dollar invested in a 401k account.

4. Retail brands will continue to move into the health care market

Industry consolidation and simplification will continue to merge business models between care delivery, insurance, and funding with the ultimate goal to make shopping for health care as easy as it is for any other retail purchase.

5. Year-round support will help to demystify benefits

As open enrollment season comes and goes, conversations around benefits will continue throughout the year. In order for consumers to take an active role in their health care and to select the plan that works best for them, it's critical that they understand the true value of each type of benefit account.

To improve overall fluency, employers will increasingly expand beyond the traditional once-a-year meeting to initiate year-round education programs for their staff that encourages account selection, contributions, financial wellness, and the use of tools and resources. Consistent engagement will also become more personalized as employers and health plans use technology to develop a better understanding of employee pain points and their communication preferences.

The consumer-directed health care market is at an inflection point. As industry stakeholders, we understand the end game of consumer-directed health care: educated, engaged and empowered consumers, lower costs system-wide, and improved health outcomes. This year, providing the right education, tools, and guidance to demystify and optimize health care purchasing decisions will be a critical element on the journey to reduced costs.

Read more:

• The 4 categories of health care consumer
• Hospitals turn to advertising to compete for wealthy patients
• 4 factors driving consumers' shifting perception of health

Steven Auerbach is the chief executive officer at Alegeus and a member of its board of directors. Steve brings over 25 years of experience in health care benefits, including roles as President of Connextions and senior leadership positions with UnitedHealth Group, ChannelPoint and Cigna.