Summary
Health plans are setting their sights on the individual market. For most, Web sites are a critical component of educating and converting consumers who don't have employer-sponsored health coverage into members. But how well do today's health plan Web sites manage their dual role of conveying the corporate Brand Image and enabling users to complete the actions that allow them to fulfill the brand promise? Not well. To succeed, customer experience professionals at health plans need to improve both their site's consistency with offline marketing materials and their processes for assessing and meeting the needs of their users.
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