The path to purchase for health insurance isn’t a one-lane road. It’s not even a freeway. It’s a complex system of choices, research and inputs, and that’s why health insurance marketing is more challenging than ever.
How complex? Just look at the infographic below, which outlines the health insurance decision-making required when an American turns 26 and loses the ability to stay on a parent’s health insurance plan.
How can an insurance provider cut through the complexity? First, start with brand.
LSB Vice President, Senior Account Director Chris Reinders recently dug into the ins and outs of health insurance marketing and this complex decision-making process for Becker’s Hospital Review. In the piece, he discusses why the complexity of the decision actually means that brand preference is more important than ever.