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For CMO Professionals

Health Insurance Brands Must Earn Consumer Trust

Technographics® TRUE Brand Compass: Health Insurance

May 12, 2014

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Authors

  • By Tracy Stokes
  • with David M. Cooperstein,
  • Roxana Strohmenger,
  • Anjali Lai,
  • Alexandra Hayes

Why Read This Report

US health insurance brands can now go directly to consumers beyond employer-sponsored programs. With this shift, leading health insurance chief marketing officers (CMOs) must pay more attention to their brand resonance. Forrester' research proves that being trusted, remarkable, unmistakable, and essential (TRUE) drives brand resonance and can secure consumer brand preference, referral, and pricing power. This report reveals Forrester's TRUE brand compass results for 10 health insurance brands and analyzes which dimensions of a TRUE brand are important drivers of a resonant health insurance brand.

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Table of Contents

  • Marketers Require New Metrics That Capture Brand Resonance
  • Health Insurance Brands Must Build Distinct Trust To Lead
  • Health Insurance Firms Have Yet To Differentiate Their Brands
  • RECOMMENDATIONS

  • Health Insurance Brands Need To Focus On Products And Service
  • Supplemental Material
  • Related Research Documents