Health insurance collateral disappoints : consumers researching insurance struggle through a cross-channel experience

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      <subfield code="a">Health insurance collateral disappoints</subfield>
      <subfield code="b"> : consumers researching insurance struggle through a cross-channel experience</subfield>
      <subfield code="c">by Julie Snyder with Carrie Johnson and Kate van Geldern</subfield>
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      <subfield code="a">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</subfield>
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