Question

Discuss how branding, marketing, and communication influences a consumer’s choice when considering an appropriate managed care health insurance plan. Consider positive and negative influence.

Answer 1

Branding is the process of creating distinctive products that reflect the value of a company. In comparison, advertising is the method of aggressively selling the products of a business. Companies usually use marketing campaigns to promote their brand and create a business presence that attracts and holds customers steadfast. As far as health insurance plans are concerned, branding, marketing and communication are often used to influence a consumer's choice. The influence can be positive in that; it allows a consumer to compare his or her desires and finances with the characteristics and prices of some, thus selecting the plan that suits him or her best.

But, if the message being promoted is not explicit, the effect may be negative, so it ends up confusing and misleading people. As such, businesses should always strive to retain and sell good brands in a clear and transparent manner to promote active consumer awareness. We should also have channels to connect directly with consumers and receive feedback to further develop their brands

It can be frustrating and daunting for many consumers to buy a new plan, switch coverage options, or even extend an existing policy. Payers who make the process of registration and renewal as quick and seamless as possible are likely to see their customers ' higher satisfaction ratings.

Inscription software tools can not only improve health plan workers ' performance, but can also make the buying experience easier and more enjoyable for customers. A good enrollment platform gives buyers transparency and ease of use when searching for a health plan.

Forums and other feedback options allow active customers to communicate with health plan employees. When executed correctly, these tools can help payers collect data that allows them to turn customer feedback into positive health plan adjustments. Providing multiple support lines such as chat, call, email for insurance products helps to get the right product into the hands of the right consumers.

This involves having health plan employees guide consumers through purchasing, authorizing, and ultimately building trust with a customer over time. The five payers with the largest revenues in the US all have these buyer navigation services through several lines of communication