Understanding individual buying behavior and being able totarget consumers based on that behavior is a game changer forinsurance companies who are doing it successfully.

Despite the financial pressures that some payers areexperiencing, the 2016 Affordable Care Act (ACA) exchange wassuccessful, with nearly 13 million people nationwide enrolling in aplan prior to the January 31 deadline. This represents an increaseof 4 million people enrolled over the previous year.

Understanding who you are targeting

The ability to understand your audience, target your desiredpopulation, and create a better buying experience can bedifficult, but Deft Research’s 2016 Individual Market Shopping and SwitchingStudy shared how individuals behaved in last year’s openenrollment, revealing how people shopped, switched, andconsumed information to make buying decisions in OE16.

Predictions indicate that behavior will be very similar inOE17.

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