Why Read This
Health plans have invested a lot in their public consumer-facing Web sites. But have those investments yielded consumer-friendly experiences? To find out, Forrester evaluated the public Web sites of seven leading health plans: Aetna, CIGNA, Health Care Service Corporation (HCSC), Humana, Kaiser Permanente, UnitedHealthcare, and WellPoint. HCSC's bcbsil.com led the pack by a significant margin, but none of the plan sites achieved a passing score. The biggest barriers to user goal completion were incomplete content and functionality, lack of contextual help, and hard-to-find privacy and security policies. Because few best practices exist within the industry, plans need to look outside of the industry for best practices, follow the principles of scenario design, and communicate with members and prospects in plain language.