Published: 05 April 2022
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.
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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