They see the Internet dramatically changing the role of agents and brokers, moving them from sellers of policies to counselors dealing with consumers' needs. The study reveals that excellent communication is essential to consumer satisfaction and consumer satisfaction leads to increased loyalty to the insurer. Consumers report that they need information about coverage, benefits, and providers. The study reveals that almost 60 percent of the companies have either developed a communications strategy or have one under development. The communications strategies are designed to improve consumer satisfaction, relationships with consumers, and consumer retention.
Consumers also indicate that they particularly like personalized wellness information.
The study points out that two interviewed companies report high satisfaction with their wellness programs, which contact consumers and ask them if they would like personalized wellness information. The study also reveals that, while the Internet may have some value as a communications tool, it should not be seen as a replacement for communication by paper because 45 percent of the people interviewed say they won't use the Internet to access health information. This study explores concerns about privacy and security as information technology plays a greater role in health insurance. The research indicates that health insurance companies are moving toward doing more business using the Internet, but not as rapidly as they would like. Respondents indicate that they rank customer service as a top priority over the next couple of years, and that they have earmarked significant money to move their companies into e-business Companies report external and internal security as their greatest concern.