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For eBusiness & Channel Strategy Professionals

2014 Website Functionality Benchmark: US Health Insurance Plan Public Sites

In An Age Of Increasing Complexity And Consumer Choice, Healthcare Sites Struggle With Simplicity

March 9, 2015

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  • By Peter Mueller
  • with Patti Freeman Evans,
  • Diana Gold,
  • Rebecca McAdams

Why Read This Report

In the wake of the Affordable Care Act, leading health plans have been vocal about finally making serious investments in retail-oriented, digital shop-to-enroll experiences. As we move into the tail end of the 2015 open enrollment period, we have conducted an evaluation of leading health plans' public websites to explore the evidence for such investments. Forrester focused on the public website capabilities at seven top US health insurers: Aetna, Anthem Blue Cross, BlueCross BlueShield of Illinois, Cigna, Humana, Kaiser Permanente, and UnitedHealthcare. This report, the first in a three-part series examining online health insurance sales channels and marketplaces, gives eBusiness professionals an overview of these websites' best practices and shortcomings across 27 website functionality criteria and recommends how US health plans can improve.

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Table of Contents

  • Healthcare Insurance Purchasing Channels Are Still Evolving In 2015
  • Forrester's Website Functionality Benchmark Methodology
  • UnitedHealthcare's New Website Tops Its Rivals
  • Best Practices Of US Health Insurance Plans' Public Websites

  • To Address Choice And Complexity, Simplify Your Site
  • Supplemental Material
  • Related Research Documents