New ACA Consumer Survey Yields Strategic Insights for Health Insurance Marketers
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. The resulting report – “ACA: Year 2 – A Consumer Temperature Check” – is an important read for insurers: healthcare 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 healthcare consumers 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.
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?
The report contains data from the consumer survey, as well as strategies health insurance marketers can use to enhance retention and acquisition efforts. For example, since so many consumers will be back on the market for insurance, health plans must focus not only on retention (which may prove to be a challenge) but also on acquisition. And 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 ACA consumer survey data and the associated marketing insights.
