Rob Iles, Vice President of Qualitative Services –

With the rise in AI usage, an increasing question is “How are various consumer populations using AI?”

Deft Research has engaged in several in-depth qualitative research initiatives specifically with Duals, and has uncovered a series of useful insights about their use of AI tools and platforms.

𝗗𝘂𝗮𝗹𝘀 𝗵𝗮𝘃𝗲 𝗵𝗶𝗴𝗵 𝗹𝗲𝘃𝗲𝗹𝘀 𝗼𝗳 ‘𝘂𝗻𝗶𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻𝗮𝗹’ 𝗔𝗜 𝘂𝘀𝗮𝗴𝗲

Things like enrollments, phone systems, text or other messaging that is AI generated, etc. There is less usage of ‘intentional’ AI usage (e.g. ChatGPT, etc.), but Duals are using these platforms.

𝗗𝘂𝗮𝗹𝘀 𝗮𝗿𝗲 𝘃𝗲𝗿𝘆 𝗮𝘄𝗮𝗿𝗲 𝗼𝗳 𝗠𝗲𝗱𝗶𝗰𝗮𝗶𝗱 𝗶𝗻𝗰𝗼𝗺𝗲 𝗹𝗶𝗺𝗶𝘁𝗮𝘁𝗶𝗼𝗻𝘀

As a result, they are often very resourceful about finding sources of added income! AI is frequently consulted for this sort of information, as it is seen as faster and broader than traditional search engines.

𝗗𝘂𝗮𝗹𝘀 𝗼𝗳𝘁𝗲𝗻 𝗵𝗮𝘃𝗲 𝘀𝗶𝗴𝗻𝗶𝗳𝗶𝗰𝗮𝗻𝘁 𝗮𝗺𝗼𝘂𝗻𝘁𝘀 𝗼𝗳 𝘁𝗶𝗺𝗲 𝘀𝗽𝗲𝗻𝘁 𝗮𝘁 𝗵𝗼𝗺𝗲, 𝗳𝗿𝗲𝗾𝘂𝗲𝗻𝘁𝗹𝘆 𝗮𝗹𝗼𝗻𝗲
As a result, AI often becomes a familiar companion. It is not uncommon for Duals to have strong ‘relationships’ with AI, or to have provided their AI platforms with personal names for reference.

𝗗𝘂𝗮𝗹𝘀 𝘁𝗲𝗻𝗱 𝘁𝗼 𝗵𝗮𝘃𝗲 𝗳𝗲𝘄𝗲𝗿 𝘁𝗿𝘂𝘀𝘁𝗲𝗱 𝗲𝘅𝘁𝗲𝗿𝗻𝗮𝗹 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿𝘀 𝗶𝗻 𝗴𝗲𝗻𝗲𝗿𝗮𝗹

Backgrounds and trust issues often preclude relationships with ‘outsiders.’ Again, this means that AI may become that more trusted resource or influencer.

𝗔𝗜 𝗺𝗮𝘆 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗶𝗺𝗽𝗿𝗼𝘃𝗲 𝗗𝘂𝗮𝗹𝘀’ 𝗮𝗱𝗵𝗲𝗿𝗲𝗻𝗰𝗲 𝘁𝗼 𝗰𝗮𝗿𝗲 𝗽𝗿𝗼𝘁𝗼𝗰𝗼𝗹𝘀
Because Duals often have challenges with ‘the medical system,’ AI is increasingly a source for ‘checking things’ (e.g. prescriptions, potential drug interactions, care regimens, etc.). This is especially the case if a Dual also functions as a caregiver for other family members and is ‘managing’ multiple care situations.

𝗕𝘂𝘁…

One potential downside: 𝗗𝘂𝗮𝗹𝘀 𝗮𝗿𝗲 𝗼𝗳𝘁𝗲𝗻 𝗺𝗼𝗿𝗲 𝗽𝗿𝗼𝗻𝗲 𝘁𝗼 ‘𝘁𝗮𝗸𝗶𝗻𝗴 𝗔𝗜 𝗮𝘁 𝗳𝗮𝗰𝗲 𝘃𝗮𝗹𝘂𝗲,’ relying on a single AI output, or not ‘questioning’ AI content.

Duals are finding in AI a companion that will not only listen but also provide recommendations. This could make AI tools a more valuable resource for this population. For example, carriers managing D-SNP plans may be able to offer a tailored AI application for Duals that will help them answer questions about their own health, medication interactions, or what plans would work best for their needs. If this is a branded experience it could drive loyalty and word of mouth.

To learn more about our qualitative research with Dual Eligibles, or other custom qualitative research with Deft Research, contact Rob Iles (VP – Qualitative Services) at Riles@DeftResearch.com.