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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