Providing the most comprehensive and up-to-date information and analysis of the US Health Insurance market including the behaviors, preferences, and habits of the consumer.

The pandemic has led to healthcare providers shifting to virtual healthcare models so patients can resume care from the comfort of their own homes. This has led to many remaining conveniently engaged with their healthcare providers, all while sheltering from the pandemic in the safety of their own homes. The pandemic has also sparked consumers’ awareness of their own mortality, with many taking measures to improve their lifestyles in efforts to increase their lifespan. Healthcare providers alike have pushed messaging surrounding their incentive-based programs – something like 72% of consumers are more interested in over traditional plans. The shift in consumers becoming more conscious of their health could spark providers to shift to more value-based delivery models – empowering consumers on their journey to getting better health outcomes and improving trust and loyalty levels, which have historically lacked within the Health Insurance industry.

Read on to discover more about the US Health Insurance consumer market, read our Consumers and the Economic Outlook – US – 2021 report, or take a look at our other Financial Services research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and the health insurance market.
  • Factors in choice of a provider and health plan.
  • Health plan behaviors.
  • Consumer attitudes toward the health insurance industry and their providers.
  • Comparisons across the Health Insurance market.
  • Telemedicine.

Covered in this report

Brands include: Kaiser Permanente, Blue Cross Blue Shield, Florida Blue, Medicare, Lyft Pass for Healthcare, Horizon Blue, Anthem, Fitbit, Apple Watch, GEICO, Amerigroup.

Expert analysis from a specialist in the field

This report, written by Amr Hamdi, a leading analyst in the Finance sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The pandemic has transformed how providers deliver care to patients, as seen with the proliferation of virtual care and self-service digital solutions. As consumers continue to expect the same level of on-demand care going forward, providers should continue looking for ways to provide more value so customers obtain better health outcomes. Consumers that see that their insurers are actively engaged with their wellbeing could reward them with their trust and loyalty – two things the health insurance industry has historically struggled with.
Amr Hamdi, Finance Analyst
Amr Hamdi
Finance Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Build trust with insured that have no other choice when choosing a provider
      • Figure 1: Top factors in insurance provider choice, by age, 2021
    • Gen Z could benefit from more education surrounding health insurance
      • Figure 2: Understanding of health coverage, by generation, 2021
    • Over half prefer to do their own research prior to receiving treatment – raising the need for more transparency from providers
      • Figure 3: Top factors in insurance plan choice, 2021
    • Market overview
    • Impact of COVID-19 on health insurance
      • Figure 4: Short-, medium- and long-term impact of COVID-19 on health insurance, 2021
    • Opportunities and challenges
    • Telemedicine is ripe for sustained growth
    • Striking a more socially conscious tone can help improve trust levels
  3. The Market – Key Takeaways

    • Most get health insurance through an employer
    • Despite pandemic, uninsured rates remained low
    • Enforcement of the Transparency in Coverage rule will help combat a longstanding consumer pain point in the healthcare industry
  4. Market Size and Ownership

    • Most get health insurance through an employer
      • Figure 5: Percent of Americans with specified types of health insurance, 2017-20
    • Medical coverage is still the most popular health insurance owned
      • Figure 6: Type of health insurance owned, 2021
    • ACA enrollment holds steady in 2020
      • Figure 7: ACA enrollment, 2015-20
    • Gen X and Millennials the most likely to sign up for an ACA plan
      • Figure 8: ACA enrollment, by age, 2016-20
    • Impact of COVID-19 on health insurance
  5. Market Factors

    • An aging population will continue to exert pressure on an already strained healthcare system
      • Figure 9: Population aged 18 or older, by age, 2016-26
      • Figure 10: Median age of the population, 1940-2050
    • As unemployment rates continue to decline, there will be more opportunities to obtain employer-sponsored health coverage
      • Figure 11: Unemployment and underemployment, 2007-21
    • Despite pandemic, uninsured rates remained low
      • Figure 12: Percent of Americans who are uninsured, 2017-20
    • Providers continued to tackle SDOH by supporting communities throughout the pandemic
    • Enforcement of the Transparency in Coverage rule will help combat a long-standing consumer pain point in the healthcare industry
  6. Companies and Brands – Key Takeaways

    • Kaiser Permanente expands its digital self-care offerings to support members’ mental health and wellness
      • Figure 13: Kaiser Permanente self-care apps, 2021
    • Blue Cross Blue Shield incentivizes healthy living with its rewards program
      • Figure 14: Blue Cross Blue Shield rewards program, 2021
  7. Competitive Strategies

    • Florida Blue boosts its Medicare members’ health insurance literacy with its Medicare education month
      • Figure 15: Florida Blue Medicare education month, 2021
    • Lyft expands its Lyft Pass offering to healthcare by launching its health transportation program
      • Figure 16: Lyft Pass for Healthcare, 2021
    • Horizon Blue of New Jersey leverages its mobile app to deliver around-the-clock telemedicine care
      • Figure 17: Horizon Blue app, 2021
  8. Market Opportunities

    • Continue ensuring better health outcomes with valuable incentives
      • Figure 18: Top factors in insurance plan choice, by age, 2021
      • Figure 19: Anthem personalized weight-loss program, 2021
    • The Internet of Things can continue to enhance the quality of remote patient monitoring
      • Figure 20: Apple Watch heart rate notification, 2021
  9. The Consumer – Key Takeaways

    • Brand recognition is a significant driver when selecting a provider
    • Preference for telemedicine continues to grow
    • Over half trust their provider more than the insurance industry
  10. Factors in Choice of Provider

    • Brand recognition is a significant driver when selecting a provider
      • Figure 21: Top factors in insurance provider choice, 2021
    • With employees not having the luxury to choose their own insurer, demonstrating value is even more imperative for providers
      • Figure 22: Top factors in insurance provider choice, by age, 2021
  11. Factors in Choice of Plan

    • Choice of doctors is the most important factor when selecting a health insurance plan
      • Figure 23: Top factors in insurance plan choice, 2021
    • Older generations place a much higher importance on doctor selection
      • Figure 24: Top factors in insurance plan choice, by generation, 2021
    • Preference for telemedicine continues to grow
      • Figure 25: Top factors in insurance plan choice, by age and geography, 2021
      • Figure 26: Amerigroup telemedicine direct mail, 2021
  12. Health Plan Behaviors

    • Consumers continue to use online channels for research
      • Figure 27: Online research and changing insurance plans in the past two years, 2021 and 2019
    • Consumers prefer to research costs before receiving treatment
      • Figure 28: Top factors in insurance plan choice, 2021
    • Finding information about health plans is not a barrier for most consumers
      • Figure 29: Top factors in insurance plan choice, 2021
    • Majority of consumers interested in incentive-based healthcare plans
      • Figure 30: Top factors in insurance plan choice, 2021
  13. Attitudes toward Health Insurance

    • Younger consumers inexperienced with health insurance can benefit from more education to improve their literacy
      • Figure 31: Understanding of health coverage, by generation, 2021
    • Over half trust their provider more than the insurance industry
      • Figure 32: Trust in insurance provider versus industry, 2021
    • Healthcare coverage is a significant influencer on job selection
      • Figure 33: Healthcare coverage influence on job selection, by parental status, 2021
    • Despite the rise of telemedicine, in-person care is still the preference for over half of consumers
      • Figure 34: Preference for in-person care vs telemedicine, by generation and geography, 2021
  14. Medicare Enrollment Behaviors

    • A significant share don’t research their options before enrolling in a plan
      • Figure 35: Medicare enrollment behaviors, 2021
  15. Individual Health Insurance Purchase Channel

    • Online channels continue to drive individual health insurance purchase
      • Figure 36: Purchase channel for individual health insurance coverage, by age, 2021
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Marketing creative
    • Abbreviations and terms
    • Abbreviations

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