Save or Share this Report

For Customer Insights Professionals

Consumer Engagement In Personal Healthcare Finance Dropped In 2008

Healthcare Marketers Have An Uphill Battle Ahead Of Them

March 11, 2009


  • By Carlton A. Doty,
  • Elizabeth Davis
  • with Dave Frankland,
  • Kate van Geldern

Why Read This Report

According to Forrester's North American Technographics® Healthcare Online Survey, Q2 2008, 39% of non-elderly commercially insured adults in the US now own a health spending account. This document profiles these consumers by account type and uncovers what sets them apart from the rest of US online adults and the commercially insured. While in general, account owners are wealthier, slightly younger, and more engaged in their health-related finances, overall engagement declined in 2008, and that's a bad sign for health marketers. Direct-to-consumer communication is still a brave new world for healthcare marketers as they try to overcome hurdles like consumer apathy about health, distrust in insurers and pharmaceutical firms, and generally low levels of health literacy. To address this dilemma head on, health marketers need to develop an enterprisewide customer contact strategy.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Health Spending Account Users Are Desirable Customers
  • Account Enrollment Is Up, But Engagement Is Down
  • The Health Marketer's Dilemma

  • Develop An Enterprisewide Customer Contact Strategy
  • Supplemental Material
  • Related Research Documents

Recommended Research