Summary
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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