Early statistics show that 10 percent of consumers buying health insurance via the New York State exchange have chosen MVP Health Care (Media Logic client). And according to a recent Albany Business Review article (“MVP an early hit among buyers on NY’s health insurance exchange”), its selection by those visiting the exchange places it ahead of its local competitors.
The article quotes MVP’s Corporate Vice President and Chief of Marketing Augusta “Gus” Martin as attributing the success to the insurer’s decision not to take a “wait and see” approach. Instead, “we dove right in,” she said.
Media Logic’s President David Schultz agrees. “MVP’s early success in the exchange was driven by its commitment to delivering high-quality plans at rates that are affordable for individuals and families in Upstate New York. In fact, the data from the official enrollment report indicates that, outside of NYC and Long Island, nearly one in four enrollees have selected MVP Health Care. New Yorkers who are still uninsured have until March 31st to select a plan. It’s likely that MVP will see its enrollment rise even further.”
The growth of membership on the exchanges has, along with other factors, contributed to the emergence of a “new healthcare consumer” – that is, people who are actively involved in shopping for and buying health insurance, as well as healthcare services. What will this mean for the industry? Media Logic’s recent white paper addresses this topic and provides payers (and providers) with thoughts on how to take the lead in building brand affinity and customer loyalty.