Dive Brief:
- A recent survey from the non-profit group Enroll America finds that almost half of uninsured Americans (48%) lack confidence in choosing a health plan.
- In addition, two-thirds (68%) said they want more information about health insurance terms.
- The findings come from the 1.2 million consumers on the Get Covered America email list, who were invited to share their input following open enrollment in 2015.
Dive Insight:
The survey illustrates the ongoing issue of health insurance literacy (HIL) and its impact on consumer retention. Insurers should note that many consumers are looking for more information—at the right place and time—to help them make informed plan selections and understand how to use their plans.
Among the survey's findings and conclusions:
- Marketplace enrollees were more confident than the uninsured about selecting plans, but still wanted more information
- Nearly 90% of marketplace enrollees wanted more information on how to use their plans. Most wanted it from their health insurance company (54%), while some preferred an in-person assister (42%) or a nonprofit organization (33%).
- Not all consumers want to receive information on health insurance and how it works, but they might still benefit from tools provided a the right place and right time.
- Definitions of health insurance terms and concepts sent via email did not significantly affect consumer behavior or self-reported knowledge; researchers suggest organizations will need to follow up with consumers to determine the most effective methods of engagement.
