Affordable Health Insurance in Untapped Markets

Challenge

Illuminating how people in untapped rural and metro counties discover, enroll, and use their health insurance plan to help our client deliver on policy holder needs.

Health insurance policies can be tricky to understand with some people not knowing what benefits they’re entitled to or what policy options they have. Our client, a leading insurance brand, sought to understand who is (and isn’t) enrolling in affordable health insurance, what their experience has been like, and what factors help guide their final decision.

Approach

We conducted a 20-minute survey using a CATI method, across key counties in three priority states [Texas, Tennessee, and Iowa]. The survey helped to gain a detailed understanding of how people are using their insurance plans and their preferences in choosing a policy, which allowed us to develop a strategy addressing their needs.

We compiled key insights and strategic recommendations into a comprehensive report to be shared across our client’s broader team to pursue future market expansion.

Impact

Our client not only gained a richer understanding of what’s important to rural and metro health insurance policy holders, but also identified a clear path forward in communicating insurance benefits.