Liberty HealthShare’s Three-Step Formula for New Programs: Member Needs, Market Advantage, and Sustainability

Operating through six medical cost-sharing programs with suggested monthly share amounts ranging from $89 to $369 for individuals, the healthcare sharing ministry employs what Chief Executive Officer Dorsey Morrow describes as a deliberate three-step evaluation process for new program development.

“We do have a three-step process to deciding and evaluating new programs,” Morrow explained during a recent interview. “First off, of course, we need to be meeting a member’s need. We want these to have value for our members. And so if it’s outside that ballpark of member needs, we really don’t need to be focused on it.”

Step One: Identifying Authentic Member Needs

Program development at Liberty HealthShare begins with member feedback collection through biannual surveys that assess emerging healthcare needs and satisfaction levels. Member-generated requests drive program creation, distinguishing genuine demands from theoretical market opportunities.

Dental services exemplify this member-driven development approach. Rather than creating dental programs based on industry trends or competitive analysis, Liberty HealthShare responded directly to feedback identified through regular member surveys.

“Every six months, we do a survey of our members asking them about their emerging needs, and one of them was the dental program, which we launched,” Morrow noted in describing the program’s genesis. Liberty Dental now offers suggested monthly share amounts beginning at $35, allowing members to visit any licensed dentist without network restrictions.

Member input extends beyond formal surveys to include direct communications from individuals facing specific healthcare challenges. A large portion of Liberty HealthShare’s approximately 165 team members maintain regular contact with members, creating multiple channels for feedback collection and needs assessment.

Vision services represent current program development driven by similar member feedback patterns. “We have a number of people… I mean, I’m sitting here in our interview here, we’ve got three people that wear glasses. So it just seems to be a natural next step for us,” Morrow observed, illustrating how member needs become visible through daily interactions.

Member-first methodology requires Liberty HealthShare to distinguish between individual requests and broader community needs. Program development targets services that benefit significant portions of the membership rather than niche demands appealing to small segments.

Step Two: Establishing Market Advantage

After confirming member demand, Liberty HealthShare evaluates whether it can deliver superior value compared to existing market options. Competitive analysis extends beyond simple cost comparison to examine service quality, accessibility, and member experience factors.

“Second, we want to look at can Liberty HealthShare do this better than the other options that our members might find on the open market elsewhere?” Morrow explained. “If we can, then, all right, this is certainly something that we want to evaluate.” 

Market advantage assessment considers Liberty HealthShare’s unique operational strengths, including its faith-based community model, member-focused service approach, and existing infrastructure capabilities. Programs must demonstrate clear benefits over insurance options or standalone service providers.

For dental services, Liberty HealthShare identified advantages in provider flexibility and cost structure that dental insurance plans often lack. Members can visit any dentist without network restrictions, and the sharing model eliminates many administrative barriers common in insurance-based dental plans.

Negotiation capabilities with healthcare providers represent another potential market advantage. Liberty HealthShare employs multiple specialized vendors who work with medical providers to control expenses, creating cost benefits that individual consumers cannot typically achieve independently.

Vision services development follows similar competitive analysis principles. Leadership examines existing vision insurance options, standalone discount programs, and direct-pay provider arrangements to identify areas where Liberty HealthShare can deliver superior member value.

Market advantage evaluation also considers member convenience factors, such as simplified billing processes, reduced paperwork requirements, and integrated customer service that addresses multiple healthcare needs through single contact points.

Step Three: Ensuring Long-Term Sustainability

Financial sustainability forms the final pillar of Liberty HealthShare’s program evaluation framework, ensuring that new services can operate indefinitely without compromising existing programs or overall ministry stability.

“And then third, we want to make sure that it’s sustainable because if we can’t do it in a sustainable fashion, again, there is no profit,” Morrow stated. “This is all about what we can do. And as serving as a facilitator, if it can’t be done sustainably, we don’t want to get into it because that creates problems not only for us, but also for our members.” 

Sustainability analysis examines multiple financial factors including projected utilization rates, administrative costs, provider negotiations, and potential expense submission patterns. Programs must demonstrate ability to maintain operations through market cycles and varying member participation levels.

Liberty HealthShare’s nonprofit structure influences sustainability calculations differently than for-profit insurance companies. Operating on a break-even model where “contributions coming in should equal the contributions that go out,” the ministry requires careful balance between member benefits and operational expenses.

Dental program development underwent extensive sustainability modeling before launch, examining historical dental care utilization patterns and cost trends to ensure long-term viability. Similar analysis now guides vision program development as the ministry evaluates potential member usage and provider cost structures.

Risk assessment forms a crucial component of sustainability evaluation. Programs must withstand potential economic downturns, regulatory changes, or shifts in healthcare markets without requiring member contribution increases or service reductions.

Liberty HealthShare’s three-step framework extends beyond initial program development into ongoing evaluation and refinement processes. Existing programs undergo regular assessment using the same criteria that guided their creation.

“And it’s just a continuous evaluation for each of our programs,” Morrow emphasized. “Is this still adding value for our members? Is this better than the other options out there on the marketplace and is this still sustainable?”