Gartner Research

Beyond Savings, What Marketing Leaders Can Do to Attract Health Insurance Shoppers

Published: 05 April 2022

Summary

Complexity and consequence collide for health insurance consumers. Digital marketing leaders should continue prioritizing messaging about affordability while also building out coverage-exploration and service tools to win over dissatisfied consumers in a crowded market.

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Overview

Key Findings
  • Nearly a third (31%) of consumers feel their current insurance coverage is inadequate. Younger consumers are significantly less likely than older consumers to feel as though their current plans are fine.

  • Cost is the most important factor for consumers when it comes to evaluating health insurance plans. Premiums and deductibles are among the top variables consumers cite when choosing a plan and 58% of consumers who don’t have health insurance say it’s because it’s too expensive.

  • Motivations can vary by age when shopping for health insurance. Gen Z and millennials, for example, are far less likely to select cost-related

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Analysts:

Tim Barlow

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