January 28, 2009

Individual Purchasers Of Health Insurance Want Control

The Demographic Profiles And Attitudes Of US Individual Purchasers Of Health

This is the first document in the "US Retail Health Insurance" series.

by Carlton A. Doty, Elizabeth Davis

with Kate van Geldern, Carrie Johnson

Executive Summary (This is a document excerpt)

Who's purchasing individual insurance? And why? To answer these and other questions, we looked at Forrester's North American Technographics® Healthcare Online Survey, Q2 2008. We found that healthcare, and the purchasing of insurance specifically, is becoming more like a traditional retail transaction. Additionally, those consumers purchasing insurance on their own are looking for more control over their options and feel that they can make more informed decisions about their level of coverage than their employers can. While retirees make up a significant portion of today's individual purchasers, eBusiness and channel strategy professionals in the healthcare industry looking to bolster their membership should familiarize themselves with this group.

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