Health insurers need to build long-term relationships with customers--using methods that include customized outreach and data mining--to compete and thrive in today's healthcare environment, according to a white paper from Frost & Sullivan. However, health insurance marketers must address several challenges to build lasting customer relationships.
Highmark aired a TV ad saying it would lose thousands of jobs if UPMC doesn't sign a contract to join the insurer's provider network, and Pennsylvania officials are questioning the claim.
The reform law is driving insurers to implement a more consumer-focused approach in their marketing and outreach campaigns, says a senior marketing executive for Aetna.
Aetna is hoping a new marketing campaign can help boost its efforts to encourage provider coordination and enhance the use of health technologies.