Stories of Technology, Innovation, & Entrepreneurship in the Southeast

Lirio, the Knoxville-based pioneer in the union of behavioral science and artificial intelligence to deliver better health outcomes, has released new industry findings on the significant impact that advanced health plan member personalization will have on creating a more sustainable healthcare ecosystem and ultimately, improving outcomes.

The report, titled (Re)defining Personalization, is based on independent, commissioned research conducted by healthcare consultancy Sage Growth Partners in Q1 2025. Sage surveyed 70 national and regional health plan leaders to directly learn about initiatives to improve member experience, identify artificial intelligence (AI) investment priorities, and gain perspectives on how AI will continue to shape the healthcare industry.

Enabled by innovation, health plans now have the opportunity to deliver truly personalized, N-of-1 outreach. This approach goes beyond standard prompts, such as bill payments or benefit explanations, that drive episodic actions. Instead, it fosters long-term behavioral change, influencing members longitudinally when it comes to adherence to diabetes care plans, or participation in wellness programs, for instance.

“Our research shows that health plan leaders recognize the importance of personalization across all touch points of the member journey in order to cultivate a foundation of trust,” said Dr. Marten den Haring, Chief Executive Officer of Lirio. “To drive immediate and long-term impact, plans and providers must tap into what motivates members and help them overcome challenges that are preventing them from taking control of their health. When members trust their plan, they feel empowered and are more likely to use their plan benefits, engage in healthy behaviors and follow through on treatment plans — all of which results in better health outcomes, lower costs, and higher member satisfaction.”

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