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2013 US Health Insurance Plan Online Sales Rankings

Humana's Website Is Best Prepared For Health Insurance Shoppers

August 5, 2013


Why Read This Report

Come January 2014, US health insurance plans will be facing a big enrollment event when millions of Americans will be required to purchase health insurance. Where will many go to do research and shop? Health plans' websites. Private health insurers recognize this and are applying big budgets and newly acquired digital business skills to get ready. We wanted to do an online wellness check to see just how prepared plan websites are to meet the crush of insurance plan shoppers. Through the second quarter of 2013, Forrester assessed the sales and service prowess reflected in the public websites of seven American health insurers: Aetna, Anthem BlueCross BlueShield, BlueCross BlueShield of Illinois, Cigna, Humana, Kaiser Permanente, and UnitedHealthcare. What did we learn? The digital teams at the plans we looked at have a lot of work to do to help health insurance plan shoppers understand their options and efficiently apply for, buy, and get service.

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Table of Contents

  • Millions Of Americans Will Shop For Health Insurance In 2013
  • Forrester's Website Functionality Benchmark Methodology
  • Ranking The Sites: Humana Is Well Ahead Of Its Rivals
  • Best Practices Of US Health Insurance Public Websites

  • Health Plans: Put Your Website On A Fast Track To Good Health

  • Call Centers Will Bear The Brunt Of Website Failures
  • Supplemental Material
  • Related Research Documents

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