Four Best Practices From National Health Insurance E-Brokers

Online aggregators Expedia and Orbitz disrupted the travel industry by offering one-stop shopping convenience, but three national e-brokers, eHealth, GetInsured, and GoHealth, have been quietly doing the same thing for health insurance for the past decade. Despite the growing demand for individual insurance fueled by the Affordable Care Act (ACA), health plans continue to struggle with their individual path-to-purchase capabilities and perennially earn some of the lowest scores in Forrester's Customer Experience Index™. We examined the online aggregators and found that their functionality far surpassed that of top health plan websites. This report, part of a series examining online health insurance sales channels and marketplaces, calls out four e-broker best practices that digital teams at health plans should emulate.