Health Insurance Companies Need an Image Campaign

The beleaguered health insurance industry is at the top of the list when it comes to consumer blame for high health care costs. According to a recent Harris Poll here's how consumers assign responsibility:

  • Insurance companies 41%
  • Pharmaceutical companies 16%
  • Government 16%

Interestingly, hospitals and physicians rank at 6% and 4% respectively when consumers look to assign blame for health care costs. This attitude may reflect the fact that consumers feel a more personal connection to health care providers.

The survey also confirmed widespread support (67%) for universal basic health care coverage for all consumers.  With a new administration coming to the federal government in January, health care costs and insurance are certain to top the list of action items for lawmakers.

Given the current environment, health insurance companies may want to shift the tone of marketing messages to consumers. In addition to marketing data on premiums and deductibles health insurance, companies should educate consumers on the definition of and expectation for basic universal coverage.  Consumers with a broader understanding of health insurance may then have a more positive attitude about the industry.

Have you talked with your health insurance provider clients about a new campaign recently?

[Source: Harris Interactive Poll released 10.28.2008]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.