"Health insurers are actually eager to work with the legislature on affordable, accessible health care," says Daniel Hayes, vice president of insurance services at Chicago-based Mintel Comperemedia. "But they realize that government reform will likely mean increased competition, so insurers are trying to raise the public's awareness of their plans, benefits and belief systems."
Mintel Comperemedia's direct mail database shows health insurers
positioning themselves as high quality and focused on the individual, not just the employer. For example, United Healthcare advertises affordability and choice in its new UnitedHealthOne brand, while
Blue Cross Blue Shield of Georgia's SmartSense plan focuses on low costs for the unemployed. Taking a slightly different angle, Kaiser Permanente's direct mail emphasizes general health and well
being, claiming "we'll help you live well, be well, and thrive."--Tanya Irwin
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