Health Insurance Plans’ Guide to Consumer Marketing

The American healthcare landscape is shifting: individual health plans now make up 40% of the health insurance market—a major increase from the 10% they represented before the Affordable Care Act (ACA) was implemented. The ACA has opened new opportunities to healthcare consumers, who are taking a more proactive role in shopping for and selecting their own health plans. As a result, health plans now must compete for new members and market to health consumers in new ways. Healthcare companies that can redirect their strategies to prioritize engagement, rather than just brand awareness, are the most successful in this new landscape.