Four Marketing Themes That Can Resonate with Individual Purchasers
Who is ready for the new market of individuals preparing to purchase health coverage? The Affordable Care Act (ACA) will stimulate increased demand to buy health insurance on their own. The individual mandate, guaranteed issue, and the creation of new purchasing channels are each expected to focus attention on this market. At the same time, new Medical Cost Ratio (MCR) limits will require prudent decisions about how to best spend marketing dollars.
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Health plans familiar with marketing to employer purchasers will find much that is different when marketing to individual purchasers. More than ever, it will be important to understand the drivers of satisfaction at the level of the individual member. High levels of satisfaction can generate favorable word of mouth recommendations, attract new members, help to control churn, and potentially even reduce the need for costly promotional spending.
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