Study: Blue Cross/Blue Shield, Aetna Among Top U.S. Health Carriers

“Health care reform could benefit the insurance industry dramatically by generating billions of dollars of new revenue and millions of new customers. However, health insurers must change their marketing strategies if they are to remain competitive in this evolving market,” said Debra Richman, vice president of health care strategy at Harris Interactive. “Now, as health plans compete for business, as well as in future insurance exchanges, it is important that insurers focus on their brand and understand how their company is perceived by consumers who are making purchasing decisions. In addition, it is equally important for health insurers to retain their existing customers since attracting new clients can be a costly, lengthy process. Customers’ perceptions and brand equity are equally important in this scenario.”

In measuring consumer brand purchase consideration, Blue Cross/Blue Shield is also ranked the highest among health insurance companies, followed in second by United Healthcare and Aetna in third. Brand purchase consideration was determined by asking how likely a consumer would be to purchase a product or service.

“How do I, as a health care consumer, differentiate among competing health insurance companies when their products, benefits, and costs may be very similar?” said Richman. “I’m likely going to make a decision that is influenced by my perception of the company. Health insurers should understand how consumers may or may not connect with their brand and how that impacts a purchase decision, along with what may motivate a customer to remain loyal to an insurer rather than switch companies. As health insurers develop more of a ‘retail’ strategy, their approach will need to be increasingly targeted and consumer-friendly.”

Top 6 Ranked Health Insurance Brands

Top 6 Ranked Health Insurance Brands in Purchase Consideration

Source: Harris Interactive