Health Plans have spent millions, sometimes hundreds of millions, into technology upgrades, interoperability solutions, data lakes and shiny front-end portals. And yet, for the health plan member, healthcare experiences feel like standing in the TSA line at a third-tier airport: confusing, repetitive, opaque, indifferent and deeply impersonal. ZS' Member Engagement "ME First turns" strategy turns outcomes into a shared, system-wide scoreboard. It’s not a theory. It’s a playbook—one that uses existing infrastructure to deliver the desired member experience and applies real-time data to adapt outreach. "ME First" enables personalization at scale, aligns teams around journey-level accountability and measures what works so next actions are more attuned to member needs.