Why — And How — Do Consumers Switch Health Plans?

Consumers who switch health plans are prompted most often by new employment or changes in employer options. Where do they obtain most of their information about new plans? Most consumers use employers as the primary channel for informative materials and managing enrollment. But a subset of consumers are tackling enrollment themselves and looking to the Internet to learn more about available health plans. To reach new members, eBusiness and marketing executives must understand how consumers enroll in new plans, know the difference between employer and self-enrollers, and beef up and promote Web plan selection capabilities.