U.S. Health Insurers Struggle To Communicate With Their Audience
From PR Newswire
Published: January 22, 2019
BALTIMORE, Jan. 22, 2019 /PRNewswire/ — Nearly 15% of the U.S. population is older than 65 and can avail of Medicare. This is an important audience for insurance companies to serve, yet they are communicating poorly with the demographic in question – 51% of whom have basic or below basic health literacy levels (as measured by the National Center for Education Statistics in 2003).
“Trust in the health insurance industry in the US is declining, according to the Edelman Trust Barometer,” says Fergal McGovern, CEO of VisibleThread. “This is alarming as trust isn’t a ‘nice to have’. Lack of trust means less customer loyalty. And that means customers take their business elsewhere. Acquiring new customers becomes more difficult and expensive for organizations.”
