November 5, 2007

Low Awareness Means Missed Opportunities For High-Deductible Health Plans

Cost Concerns And Complicated Information Confuse Consumers

by Julie Snyder

with Carrie Johnson, Brendan McGowan

Executive Summary (This is a document excerpt)

Employers and insurers believe that consumer-directed health plans (CDHPs) can reduce rocketing costs by giving consumers more control over their healthcare dollars. To build a solid CDHP member base, consumers must be engaged, knowledgeable about healthcare costs, and confident in their new health plan structure. But building this member base has been a challenge, resulting in a CDHP adoption rate slowed by worries of risk and market confusion. Forrester expects employers and health plans to continue their growth push in the CDHP market, which means that product management professionals must learn how to overcome consumer confusion and concern in order for market saturation to increase at a steady pace.

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