Why Read This
Individual consumers seeking health coverage are increasingly going online to find it, but today, many health insurers' Web sites are ill-prepared to turn these visitors into profitable members. Forrester estimates that the individual health insurance market stands at roughly $115 billion today —
and is growing. Clients have asked us: "Who are these consumers? Where are they going to research and purchase individual and family plans? And what steps should eBusiness professionals take to attract and retain individual membership?" This document uncovers the answers to these pressing questions.