Consumers may not be into brand names

What will they really want out of a health coverage marketplace? (AP photo/Rob Griffith) What will they really want out of a health coverage marketplace? (AP photo/Rob Griffith)

Health insurance shoppers might not care about carrier names as much as carriers think they do.

Steve Zaleznick, a marketing strategist at HealthPocket.com, says that his company tried to measure the importance of carrier brand importance earlier this month.

The company asked Web users, “Would the absence of popular health plans like Aetna and United on Obamacare exchanges make you less certain that you can find your best health plan option there?”

Only about 31 percent of the 697 participants said a lack of big-name coverage options would make them less certain.

The results suggest consumers are giving the carriers in the exchanges the benefit of the doubt, Zaleznick says.

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