Best Practice Report

2013 US Health Insurance Plan Online Sales Rankings

Humana's Website Is Best Prepared For Health Insurance Shoppers

August 5th, 2013
MC
Myriam Da Costa
With contributors:
Kate Leggett , Benjamin Ensor , Rebecca Katz

Summary

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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