For eBusiness & Channel Strategy Professionals

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	February 21, 2008 Privacy Concerns Hinder Health Plan Web Site Growth Consumer-Directed Health Plan Members Struggle The Most With Privacy by Julie Snyder with Carrie Johnson, Jennifer Albornoz Mulligan, Kate van Geldern	Average: 9  (1 rating)

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Executive Summary

Health plan Web sites are being pushed to be efficient transactors — sites that can manage administrative healthcare transactions and offer the tools needed in a growing consumer-driven health marketplace. But for health plan sites to be successful in this space, consumers must feel confident that their privacy is being protected. Forrester found that many insured consumers don't: Privacy concerns are widespread, and these concerns impede health plan member site adoption. Of particular concern to eBusiness executives, consumers with high-deductible plans — plans that demand the highest level of involvement from the consumer — are the least trusting of health plans' privacy protection measures. eBusiness executives have long made privacy a top priority, but it hasn't been enough: To grow health plan Web site usage, they must overcome issues of consumer trust and assure those consumers that the plan will protect their personal information.

TABLE OF CONTENTS

• One-Third Of Insured Don't Believe Health Plans Protect Their Privacy Online
• Privacy Concerns Impede Advancement Of Web Site Transactions
• Demographics Provide Insight Into Where Privacy Concerns Lie

RECOMMENDATIONS

• Plan eBusiness Professionals Must Show That Privacy Is A Priority
• Related Research Documents

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