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Firm assesses consumer-facing health insurance sites

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Humana Inc. (NYSE:HUM) has a public website that works well for consumers who visit it using a laptop or desktop computer, a mobile phone or a tablet.

Jose Santana, an analyst at Corporate Insight, has given that assessment in a report that analyzes how well 10 public-facing health insurance industry websites meet “responsive design” goals.

Followers of the responsive design philosophy try to develop sites that look good and operate smoothly on a wide variety of devices.

Santana found no weaknesses in the Humana site in terms of the responsive design principles he considered. The site is fully responsive, has great navigation menus, is easy for users to log into, and lets mobile users move around by “swiping” with their fingers, Santana says.

See also: Reaching the middle market on their (digital) terms

Many consumers have used social media to complain about glitches and volume-related hangups at the public exchange enrollment website, and Oscar Insurance Corp. is known for being a high-tech health insurer with adorable subway station ads and backing from Google (NYSE:GOOG).

But Santana rated the and Oscar public sites about the same in terms of responsive design principles: He identified one “con” for each site.

Oscar has an “overly simplistic site with minimal content,” Santana says.

But the site is easy to navigate and does have a responsive doctor locator tool, Santana says.

Santana identified a non-responsive private login process as the main weakness in’s responsiveness.

But is fully responsive, otherwise, and it’s easy to navigate, Santana says.

Santana says the site makes good use of dropdown menus to help mobile users get to the content within the various site sections.

Santana did separate analyses of some of the organizations’ private sites, and the conclusions there were different. He praised some Humana private site features, such as use of cookie crumbs to facilitate site navigation, but he found swiping capabilities missing in some places, and he found that some tools, such as the drug pricing tool, were not responsive.

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