Trends Report

Health Insurance Brands Must Earn Consumer Trust

Technographics® TRUE Brand Compass: Health Insurance

May 12th, 2014
With contributors:
Anjali Lai , Roxana Strohmenger , Alexandra Hayes , David Cooperstein

Summary

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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