Centro de Documentacion de Fundación MAPFRE - Health insurance collateral disappoints : consumers researching insurance struggle through a cross-channel experience

MAP20080021849

Health insurance collateral disappoints : consumers researching insurance struggle through a cross-channel experience / by Julie Snyder with Carrie Johnson and Kate van Geldern. — Cambridge : Forrester Research, 2008

(For eBusiness, channel & product management professionals)

Sumario: 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 wich 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 researches 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

1. Seguro de asistencia sanitaria . 2. Empresas de seguros . 3. Satisfacción del cliente . 4. Fidelización de clientes . 5. Productos de seguros . 6. Canales de distribución . I. Johnson, Carrie . II. Geldern, Kate van . III. Forrester . IV. For eBusiness, channel & product management professionals . V. Title.