Quad/Graphics, Inc. has developed a specialized attitudinal model that helps health insurers drive deeper connections with consumers while reducing the costs to acquire and serve members. The model is based on nationally representative, primary research aboutwhat consumers value most from their health insurance. The research, which is detailed in Quad's new report, "Tapping the Power of Consumer Attitudes," uncovered three distinct segments for consumer attitudes.

The Utility First group most highly values a plan's more basic administrative services. Those in the Easy Access segment look first for access to information and tools that make information readily available. And consumers in the Care Help cluster prioritize guidance and support from a health insurer.

Using the model to predict into which segment consumers fall can illuminate new and powerful insights for more targeted, more effective marketing and care-management campaigns. With insurance companies and others in the healthcare industry expected to spend $19.7 billion in U.S. advertising in 2024 alone, this approach can boost enrollment and lower both marketing and business costs. In a rigorous survey process, Quad Analytics conducted and analyzed primary research among approximately 3,000 adults, ages 22 to 75, across the United States.

The survey asked respondents to rate the features and benefits they most value from their health insurance plans, such as " easy-to-use app to look up in-network providers," "pay claims quickly" and " access to doctor or nurse via video conference (telemedicine"). They also were asked which features, if eliminated, would cause them to switch plans and to rate their current provider on these same attributes. Quad's predictive model helps health insurance companies by scoring member or prospect files to determine into which of the three attitudinal segment customers fall.

For marketers, messaging and imagery can then be personalized to reflect the plan attributes most highly valued by each customer segment. Quad's methodology can be repeated for other health subsectors.