What Healthcare’s ‘Go-to-Brands’ Have in Common

The act of choosing health insurance is complicated. For example, the average consumer has many options to choose from. And, many of these options look the same, with little differentiation present among ­­­available product offerings. Often, the differences between one plan and the next are hard to understand. As a result, consumers and benefit decision-makers may often tend to default to a brand name, choosing a company they’ve heard of and are familiar with.

For the average insurer, there are many opportunities regarding this kind of scenario to increase consumer engagement. The open enrollment period is one where key factors like widespread job losses, a deadly health crisis, and an ongoing economic recession will all shape the kind...