The Digital Health Competitive Edge Report: How the big four US insurers rank on digital feature awareness — and what it means for customer satisfaction

Executive Summary

Digital is a nascent but growing part of the US health insurance customer experience—presenting each of the big four US insurers with an addressable opportunity to emerge as a digital leader and improve customer satisfaction.

Three Key Questions This Report Will Answer:

• How do the big four US insurers—Aetna, Blue Cross Blue Shield (BCBS), Cigna, and UnitedHealthcare—rank on digital feature awareness?
• Which digital features do consumers identify as the most important in their health insurance plans?
• How can the big four US insurers up their value in the eyes of consumers?

WHAT’S IN THIS REPORT? In this report, Business Insider Intelligence uses primary research to rank the big four US health insurers on awareness of their digital features among customers who are US Tech Early Adopters. We look at how Aetna, BCBS companies, Cigna, and UnitedHealthcare are performing on spreading awareness and adoption of digital insurance features. By measuring member awareness of digital insurance features, we can help pinpoint areas where payers can improve their digital strategies. This report can also serve employers in selecting a health plan to contract with, as it will detail consumer awareness of features they may deem important to offer their workers.