In response to consumer frustration with high deductibles, some health insurers are testing new approaches to coverage.
The results of our new survey, conducted in collaboration with Competiscan, point to ways that insurers can improve the member experience and prepare for future open enrollment periods.
Now that open enrollment for the second year of ACA is in the books, Media Logic has teamed up with Competiscan to see how healthcare consumers shopped and to learn what motivated them.
Although 20.6 percent were “very satisfied” and 40.2 percent were “satisfied” with their current plans, three out of five still intend to or may shop for new plans. Of those who are likely to be shopping, 60 percent say they’ll be looking for new insurers.
This year's open enrollment challenges paint a pretty clear picture: as was the case a year ago, many people are simply not educated about the new healthcare law and what it means for their own coverage needs. Therefore, instead of simply “marketing” their plans, payers need to become educators so that consumers can become better healthcare shoppers.
“Been there, done that.” Think that’s what insurers are saying about this year’s health insurance enrollment period? Think again! Tomorrow marks the re-opening of the ACA’s healthcare marketplaces, and while having a year under our collective belts should make the process smoother than the first time out, this year presents both new and continuing challenges.
Results of a survey Media Logic conducted with Competiscan in the weeks just prior to open enrollment indicate that although 61 percent of those enrolled in health plans via state or federal exchanges are satisfied with their health plans, 61 percent also “plan to or may” shop for new plans.
While doctor databases are not new, typically only individual health insurers track which physicians participate in their own plans. In comparison, the LA Times tool aggregates all the plans in which a doctor participates within Covered California. We find it interesting that this very positive example of retail-style healthcare marketing is coming not from the state or plans themselves, but the media.
The single largest segment in the healthcare marketplace continues to be those who remain uninsured. By understanding its demographic composition, payers can build targeted marketing plans for 2014-2015 open enrollment.
Consumers are very confused: some even think "Obamacare" is their insurance provider. What's it mean for health plans? They can’t take anything for granted in their direct-to-consumer marketing.