Would Your Company Benefit from a Private Healthcare Marketplace?

By John Dobson, Healthcare Practice Director on Mar. 28, 2013 View Comments

As the countdown to January 2014 quickens, health insurance providers are looking for new consumer engagement approaches to comply with the Affordable Care Actand position them for B2C success. For many, this will involve competing in private marketplaces.

The primary benefit of creating a private marketplace is its flexibility, as it can be customized to address the needs of any employer group. As uncovered in a recent private marketplace assessment by our healthcare consultants, private exchanges can create tiers of benefits —specific to employer divisions with vast multichannel employee decision support— and bundle these benefits with diversified product offerings. On the other hand, public exchanges are targeted to individuals and small groups, and are designed to commoditize your offerings.

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Three Keys To Engaging Customers In The B2C Healthcare Marketplace

By John Dobson, Healthcare Practice Director on Feb. 22, 2013 View Comments

Selling insurance isn’t easy under the best circumstances, and now healthcare reform has shifted the market dynamics from a wholesale to retail model.

In this transformation, there are best practices in consumer marketing that will better allow you to engage with individual customers.

Here are my top three keys to customer engagement in the new B2C healthcare environment:

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Applying “Design Thinking” to Solve Healthcare Consumer Engagement Challenges

By John Dobson, Healthcare Practice Director on Jan. 23, 2013 View Comments

In their best-selling book, Made to Stick, Chip and Dan Heath set out to answer the question of why some ideas “stick”—are embraced and endure—while others don’t. Their answer? A successful, “sticky” solution is one that makes an audience:

• Pay attention
• Understand and remember it
• Agree/believe
• Care, and... be able to act on it

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