New ACA Consumer Survey from Media Logic Yields Strategic Insights for Health Insurance Marketers

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The combination of data and insights from the ACA consumer survey makes the report an important read for insurers: health care consumers plan to use open enrollment as an opportunity to shop around.

Just prior to the opening of the ACA marketplaces in November, Media Logic and Competiscan conducted a survey to gauge consumer attitudes about their health insurance plans. A special report – “ACA: Year 2 – A Consumer Temperature Check” – contains data from the consumer survey, as well as strategies health insurance marketers can use to enhance retention and acquisition efforts.

The combination of data and insights makes the report an important read for insurers: health care consumers plan to use ACA open enrollment as an opportunity to shop around. 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 means that not only will member retention be a challenge, but a continued focus on acquisition is required.

Through the survey, Media Logic and Competiscan engaged people nationwide who had purchased health insurance through a federal or state exchange during the initial ACA enrollment period last year. They inquired about a series of topics:

  •     Are consumers satisfied with the plans they chose?
  •     Do they intend to “shop around” for 2015?
  •     If so, how and where will they shop?

Upon analyzing the data and noting just how many consumers may be back in the market for new insurance, Media Logic and Competiscan added marketing takeaways to the report. For example, since around 40 percent of consumers do not have a strong understanding of their health plans, there is an opportunity for insurers to build trust and earn consideration by providing better tools and support.

The survey was designed and analyzed by researchers at Competiscan and Media Logic and was conducted from October 7-17, 2014 among a nationally represented and economically diverse sample of 102 adults ages 27 through 60.

View the full report to access both the survey data and the associated marketing insights: http://bit.ly/1rTxBgg

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About Competiscan
Founded in 2006, Competiscan provides its valued clients insights into the direct marketing strategies of competitors. Competiscan and its powerful web-based search utility monitors direct mail, email, mobile, online banners, print and social networking communications targeted at consumers, businesses, financial advisors, insurance producers and providers over time. As the market leader, Competiscan’s clients are better informed, leading to more effective communications and marketing with the ultimate goal of staying ahead of the competition. Visit http://www.competiscan.com for more information.

About Media Logic
Media Logic is a national leader in health care marketing – providing strategic, breakthrough solutions that drive business. Media Logic offers deep experience in branding and lead generation, and it is expert at turning research and segmentation data into actionable plans. Leveraging more than two decades of health plan marketing knowledge, Media Logic understands the nuances of group, Medicare and individual exchange prospects. From traditional ad campaigns to retention efforts to content marketing, everything Media Logic does is focused on generating results for clients... giving them an edge in a competitive, constantly changing environment. Visit http://www.medialogic.com for more information.

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Carolee Bennett

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