Whether or not health insurers are ready, the age of the customer is the new reality and it demands customer obsession. The only successful strategy is to focus your business decisions on consumer knowledge to win, serve, and retain customers. Customer insights (CI) professionals must take charge of delivering the actionable intelligence required to support customer obsession. This report will set the stage for a necessary shift in the culture of health insurers and provide tactical ways to get started on their journey to become more intelligent enterprises fixated on the patient.