Brief: Don't Hinge Health Insurance Loyalty On Incentives

Consumers have more control over their health coverage decisions than ever before, and health insurers need to get better at building relationships with those consumers. But this shift isn't going to be easy. Consumers have very little reason to engage with health insurers, and they will force the plans, accustomed to efficiently processing claims and managing the needs of business buyers, to overhaul their approach to customer engagement and retention. This brief explores how customer insights professionals at health plans can get on the path to customer loyalty.