Health Insurance Collateral Disappoints

Consumers shopping for health insurance have varying motives: Some look to switch commercial carriers, others supplement current insurance, and the uninsured commence an entirely new experience. Deciding which channel to use when marketing to these disparate groups is challenging, but retaining current members and recruiting new ones is paramount to a health plan's success. Forrester found that the majority of health coverage researchers are disappointed with the materials they find across print, online, and phone channels. Even worse, many constituents feel underserved by research materials. Healthcare product and channel professionals must map which research methods are underserving and where satisfaction levels are low to invest and improve content appropriately.