Direct-to-Consumer Health Plans Are More Satisfying

During our recent consumer study, we surveyed almost 700 U.S. consumers who had recently purchased a health plan (including Medicaid and Medicare), 341 through their employer and 335 directly from the health insurer. In my first analysis of the data, I examined satisfaction levels with the new health plan experience.

As you can see in the chart below, consumers that purchase directly from a health plan are more satisfied with every aspect of the experience and they are more satisfied with their health plan. The overall news, however, is not so good. On average, only 35% of U.S. consumers are highly satisfied with their health plan.

1306_HealthPlanExpDTCThe bottom line: DTC leads to higher, but not high satisfaction

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I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

One thought on “Direct-to-Consumer Health Plans Are More Satisfying”

  1. I wonder if the higher satisfaction is because the consumer is actively shopping for a plan rather than receiving some limited choices from their employer.

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