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Health Insurance - US - June 2015

The health insurance industry is undergoing revolutionary changes that are providing a multitude of new opportunities for providers. Nearly 12 million new consumers are estimated to be enrolling in healthcare by the end of 2015. The rise of exchanges has brought choice and personal responsibility to the retail market on a vast new level. Providers need to demonstrate how their plans can meet the needs of consumers which are described throughout this report. Consumer attitudes regarding cost, service, and technology are just a few of the insights available in the report.

The number of Americans who are buying healthcare insurance is increasing and they now have more choices than ever. To remain competitive, providers need to adjust and deliver transparent pricing, product flexibility, excellent customer service, and convenient technology.

There are new opportunities for providers to demonstrate their value to consumers. Thanks to customized plans available to an entire workforce, for example, providers can show how smarter coverage can translate to lower cost. The customer relationship is perhaps more important than ever in this dramatically shifting industry. Providers who can develop trusting relationships and build loyal consumers will be best suited to succeed in the coming era.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Market size data
          • Consumer survey data
            • Consumer qualitative research
              • Direct marketing creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Number of Americans buying health insurance is increasing
                            • The way people buy health insurance is undergoing a revolutionary shift
                              • Healthcare costs rising much slower than anticipated
                                • The consumer
                                  • Cost is most important factor for consumers in general
                                    • Opportunity for more awareness of exchanges
                                      • Customization leads to satisfaction
                                        • A quality customer service experience builds partnership and trust
                                          • Women look at cost, men at service
                                            • Nearly half of those aged 25-34 filed claims online
                                              • Parents seek new plans
                                                • What we think
                                                • Issues and Insights

                                                    • Can health insurance providers keep consumers happy in face of rising costs?
                                                      • The issues
                                                        • The implications
                                                          • How can providers sell convenience and service?
                                                            • The issues
                                                              • The implications
                                                                • How can providers meet the needs of Hispanics?
                                                                  • The issues
                                                                    • The implications
                                                                    • Trend Application

                                                                        • Trend: Help Me Help Myself
                                                                          • Trend: Make it Mine
                                                                            • Trend: Cam Cam
                                                                            • Market Size

                                                                              • Key points
                                                                                • Fewer Americans without health insurance
                                                                                  • Figure 1: Percentage of Americans without health insurance for the entire year, 2003-13
                                                                                  • Figure 2: Percentage of Americans without health insurance for the entire year, by age, 2002 and 2013
                                                                                • Employer-based coverage represents majority of care
                                                                                  • Figure 3: Source of health insurance coverage for Americans with health insurance for at least part of the year, 2013
                                                                              • Market Drivers

                                                                                • Key points
                                                                                  • Unemployment falls below 6%
                                                                                    • Figure 4: US unemployment rate, January 2012-March 2015
                                                                                  • Aging of America
                                                                                    • Figure 5: Population estimates, by age, 2015, 2020, 2025, 2030, and 2035
                                                                                  • Healthcare costs rising much slower than anticipated
                                                                                    • Figure 6: Consumer Price Index for all urban consumers: Healthcare, percentage change from previous year, 1979-2015
                                                                                  • Anthem data breach highlights need for electronic security
                                                                                  • Competitive Context

                                                                                    • Key points
                                                                                      • Private exchanges may revolutionize the way employees purchase insurance
                                                                                          • Figure 7: Public versus private exchange annual enrollment forecast, 2014-18
                                                                                      • Innovations and Innovators

                                                                                        • Key points
                                                                                          • Wearable technology helps consumers engage with their health
                                                                                            • Apple Watch
                                                                                              • DexCom App demonstrates how Apple Watch can provide tangible health benefits
                                                                                                • Figure 8: Blue Cross Blue Shield of Illinois, LifeTimes email, 2015
                                                                                              • CVS, Walmart expanding walk-in clinics
                                                                                                • Innovative medical service delivery
                                                                                                  • Pact Health combines cash rewards and punishment to promote wellness
                                                                                                    • Figure 9: Pact Health Screenshot, 2015
                                                                                                • Marketing Strategies

                                                                                                  • Overview of the brand landscape
                                                                                                    • Providers marketing their technology capabilities
                                                                                                      • Figure 10: Aetna direct mail, 2015
                                                                                                      • Figure 11: Anthem Blue Cross Blue Shield email, 2015
                                                                                                      • Figure 12: UnitedHealthcare online ad, 2015
                                                                                                      • Figure 13: Blue Cross Blue Shield federal employee program direct mail, 2015
                                                                                                    • Providers stress more access to physicians
                                                                                                      • Figure 14: Anthem Blue Cross Blue Shield direct mail, 2015
                                                                                                      • Figure 15: Aetna online ad, 2015
                                                                                                    • Marketing for healthful living focuses on partnership and incentives
                                                                                                      • Figure 16: Aetna direct mail, 2015
                                                                                                      • Figure 17: Cigna online ad, 2015
                                                                                                      • Figure 18: Cigna print ad, 2015
                                                                                                    • Humana strategy aims to make consumers feel more secure about data
                                                                                                      • Figure 19: Humana statement mailing, 2015
                                                                                                    • Emphasizing low cost and savings a relevant strategy
                                                                                                      • Figure 20: Human print ad, 2015
                                                                                                  • Type of Health Insurance Coverage

                                                                                                    • Key points
                                                                                                      • Employer-sponsored health insurance plans remain most popular
                                                                                                        • Figure 21: Type of health insurance coverage, March 2015
                                                                                                      • 25-44-year-olds most likely to purchase individual insurance
                                                                                                        • Figure 22: Type of health insurance coverage, by age, March 2015
                                                                                                      • Employer-sponsored care commonplace among more affluent
                                                                                                        • Figure 23: Type of health insurance coverage, by household income, March 2015
                                                                                                      • One third of parents have individual health insurance
                                                                                                        • Figure 24: Type of health insurance coverage, by presence of children, March 2015
                                                                                                      • Employer-sponsored plans get strong reviews
                                                                                                          • Figure 25: Type of health insurance coverage, by attitudes regarding health insurance, March 2015
                                                                                                      • Purchasing Decision Factors

                                                                                                        • Key points
                                                                                                          • Cost matters to consumers
                                                                                                              • Figure 26: Most important purchasing factors, by gender, March 2015
                                                                                                            • Those aged 55+ incredibly concerned about costs
                                                                                                              • Customer experience and technology can impact insurance selection
                                                                                                                  • Figure 27: Most important purchasing factors, by age, March 2015
                                                                                                                • Affluent consumers concerned about cost and seek more technology
                                                                                                                  • Figure 28: Most important purchasing factors, by household income, March 2015
                                                                                                                • Parents more likely to consider services
                                                                                                                  • Figure 29: Most important purchasing factors, by presence of children, March 2015
                                                                                                              • Health Insurance Purchase Behaviors

                                                                                                                • Key points
                                                                                                                  • Opportunity for increased awareness of online exchanges
                                                                                                                    • Figure 30: Health insurance purchasing behaviors, March 2015
                                                                                                                  • Older consumers content with plans
                                                                                                                      • Figure 31: Health insurance purchasing behaviors, by age, March 2015
                                                                                                                    • Parents in the market for new plan
                                                                                                                      • Figure 32: Health insurance purchasing behaviors, by presence of children, March 2015
                                                                                                                    • Customizable plans leading to satisfied consumers
                                                                                                                      • Figure 33: Health insurance purchasing behaviors, by most important purchasing factors, March 2015
                                                                                                                  • Impact of Customer Service

                                                                                                                    • Key points
                                                                                                                      • Overall, consumers satisfied with their health insurance plans
                                                                                                                          • Figure 34: Health insurance attitudes, March 2015
                                                                                                                        • Trust and satisfaction rises with household income
                                                                                                                          • Figure 35: Health insurance attitudes, by household income, March 2015
                                                                                                                        • Trust and customer service closely related
                                                                                                                            • Figure 36: Health insurance attitudes, by most important purchasing factors, March 2015
                                                                                                                        • Online and Mobile Service Deliveries are Future Trends

                                                                                                                          • Key points
                                                                                                                            • Men more likely to use online services
                                                                                                                              • Figure 37: Health insurance attitudes, by gender, March 2015
                                                                                                                            • Nearly half of those aged 25-34 filed claims online
                                                                                                                              • Figure 38: Health insurance attitudes, by age, March 2015
                                                                                                                            • Parents far more likely to file claims online
                                                                                                                              • Figure 39: Health insurance attitudes, by presence of children, March 2015
                                                                                                                            • Four out of five Hispanics signed up via ACA
                                                                                                                              • Figure 40: Health insurance attitudes, by race/Hispanic origin – any agree, March 2015
                                                                                                                          • Healthcare Spending

                                                                                                                            • Key points
                                                                                                                              • More than one third experience cost increase
                                                                                                                                • Figure 41: Healthcare spending, March 2015
                                                                                                                              • Cost increases more likely as income rises
                                                                                                                                • Figure 42: Healthcare spending, by household income, March 2015
                                                                                                                              • Private exchange growth brings new risks of customer frustration
                                                                                                                                • Figure 43: Healthcare spending, by health insurance coverage, March 2015
                                                                                                                            • Wellness Plan Awareness

                                                                                                                              • Key points
                                                                                                                                • Providers that help individuals feel healthy will build strong relationships
                                                                                                                                    • Figure 44: Interest in wellness plans, March 2015
                                                                                                                                  • Majority of women aware of stress reduction such as yoga or massage
                                                                                                                                    • Figure 45: Interest in wellness plans, by gender, March 2015
                                                                                                                                    • Figure 46: Awareness of Wellness Plans – CHAID – Tree output, March 2015
                                                                                                                                  • Incentives for healthier living universally desired
                                                                                                                                    • Figure 47: Awareness of wellness plans, by household income, March 2015
                                                                                                                                  • Half of Hispanics seek help with eldercare support
                                                                                                                                    • Figure 48: Awareness of wellness plans, by race/Hispanic origin, March 2015
                                                                                                                                  • Those with individual insurance more aware of stress reduction plans
                                                                                                                                    • Figure 49: Awareness of wellness plans, by type of insurance coverage, March 2015
                                                                                                                                • Appendix: Trade Associations

                                                                                                                                    • AARP (formerly American Association of Retired Persons)
                                                                                                                                      • America’s Health Insurance Plans (AHIP)
                                                                                                                                        • American Medical Association (AMA)
                                                                                                                                          • Independent Insurance Agents & Brokers of America Inc.
                                                                                                                                            • Insurance Information Institute (III)
                                                                                                                                              • The Kaiser Family Foundation
                                                                                                                                                • National Association of Health Underwriters (NAHU)
                                                                                                                                                  • National Association of Insurance Commissioners (NAIC)

                                                                                                                                                  Companies Covered

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                                                                                                                                                  Health Insurance - US - June 2015

                                                                                                                                                  £3,199.84 (Excl.Tax)