Health Insurers
Face Uphill Social
Media Battle
As the boon of social
media continues,
insurers are in a
scramble to better
understand how this
powerful tool can be
used in their marketing
efforts. And the market
is ripening. According to
a recent Aite Group
study of 1,800
consumers’ health
behaviors, 86 percent
of respondents
between the ages of 18
and 29, and 57 percent
of those aged 70 years
or older have Facebook
accounts.
Further, 37 percent
of consumers
between ages 30 and
39 believe they will
“probably” or
“definitely” consider
shopping for health
insurance at healthcare
exchanges.
So where does this
leave health insurers?
Apparently they have
some work to do to
engage this burgeoning market, says Aite.
Overall, an average of
only 12 percent of
consumers indicated
that they follow at
least one of their
health insurance
companies on the
social networking sites
they visit. Of this
limited number, most
mainly follow in order
to receive safety tips,
interesting facts, ideas
for saving money, tips
on health, diet and
nutrition, and
information on various
insurance-plan
designs.
Which of these following items would you like to see from
your insurance company on social media sites?
Safety tips
45%
65%
54%
67%
60%
Ideas for saving money
55%
62%
46%
100%
20%
Interesting Facts
59%
58%
46%
33%
Information about new types of insurance or
new variations of insurance
60%
41%
35%
38%
33%
Tips about health, diet and nutrition
0%
45%
62%
23%
100%
40%
Interesting stories
41%
23%
46%
Age 18-29
30-39
40-49
Do you follow your health insurance company at any of the
social media sites you visit?
Age 18-20 18% Yes 82% No
30-39 25% Yes 75% No
40-49 11% Yes 89% No
50-69 8% Yes 92% No
70 or older 0% Yes 100% No
Which of the following items do you see from your health
insurance company at social media sites?
57%
Safety tips
55%
Ideas for saving money
55%
Interesting facts
49%
Tips about health, diet and nutrition
Information about new types of insurance or new variations of insurance
Interesting stories
Other
