Health insurers adopting consumer-facing strategies as competition increases

February 13, 2012

A recent article in AdvertisingAge discussed new strategies some health insurance providers are adopting to deal with changes in the market resulting from the health care law. As full implementation of the ACA draws near, the increased competition it creates is leading some health insurance companies to rethink their strategy. To stand out from the crowd, these insurers are replacing their agent-driven model with a consumer-facing approach. While the ACA will give consumers more choice and ability to switch plans, it will increase competition for insurers eager to tap the 50 million uninsured in the U.S.

During the window of opportunity between now and 2014 health insurers are working hard to develop their efforts to market directly to consumers, including creating their own private exchanges and retail outlets. They are also stepping up efforts to differentiate their brands. For example, Aetna recently rebranded itself as the “health-solutions company” as it works aggressively to differentiate its corporate brand.

Visit Extend Health — the nation’s largest private Medicare exchange.

One Response to “Health insurers adopting consumer-facing strategies as competition increases”

  1. Janet Johnson said

    Our health care system is a far cry from anything resembling a free market. Government interventions range from licensing, heavy regulation (over both doctors and insurers), labor laws promoting the current employer paid insurance schemes, far-reaching (though not universal) welfare programs and more.

    Neither is it fully socialized (synonymic with “nationalized” in my mind). While the government covers a wide range of health care for many people (the poorest and elderly mostly), it does not always provide preventive care. Varying qualities of health care are available to people who can afford to pay.

    As long as we live in a world of scarcity, there is no such thing as “universal” health care. Whatever system we adopt will fail to provide health care to some people. I want to know your opinions, if we are to move toward one extreme (free market or nationalized), which would be better. Why?

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