Survey data to help insurers know what to expect from health care consumers during ACA open enrollment.

1. ACA:YEAR 3
EVOLVING CONSUMER SHOPPING
ATTITUDES AND BEHAVIOR
Pre-Open Enrollment Survey: November 2015

2. It’s “go time” for health insurance marketers as health plan marketplaces
open nationwide. Once again, challenges and opportunities abound.
Health care marketing agency Media Logic and Competiscan surveyed federal and
state exchange consumers across the country looking for a sneak peek of their
shopping intentions during this open enrollment. The survey probed how exchange
consumers shop for, choose and value their health plans – and provides insight on the
new health care consumer.
Are consumers satisfied with their current
plan and the value it provides?
Do they intend to shop, and for what?
What matters beyond the monthly premium?
How savvy has the new health care
consumer become as a shopper?
READ ON TO SEE
THE FINDINGS.
This is the third in a series of ACA research
reports put out by Media Logic and Competiscan.
© 2015 Media Logic USA, LLC & Competiscan, LLC.

3. Last year 61% were satisfied, indicating an ever-increasing challenge for
retention...and potential sales opportunities.
Nearly half of respondents are ambivalent about or unsatisfied with their plans.
19% VERYS
ATISFIED
34% SATISF
IED
2
8%
NEUTRAL
11%NOTSA
TISFIED
2%
HAVEN’T
REALLY
USED IT
6%
VERY
DISSATISFIED
53% ARE
SATISFIEDWITH THEIR CURRENT
HEALTH PLAN
How satisfied are you with your current health plan?
© 2015 Media Logic USA, LLC & Competiscan, LLC.

4. Health insurers need to do a better job at “merchandising” value and
promoting plan benefits.
51%
YES
49%
MAYBE
22%
NO
27%
Does your current health plan give you good value for your money?
49% DON’T
KNOW OR DON’T BELIEVE
THEIR HEALTH PLAN IS A
GOOD VALUE.
© 2015 Media Logic USA, LLC & Competiscan, LLC.

5. NEW
HEALTH
PLAN
62% YES
23% MAYBE
15% NO
85%PLAN TO OR MAY SHOP
FOR A NEW PLAN
Last year at this time, 61% reported that they were planning to shop.
As satisfaction decreases, shopping increases.
Even among the “satisfied” or “very satisfied” respondents,
74% plan to or may shop.
Do you plan to shop for a new plan
this coming enrollment period?
© 2015 Media Logic USA, LLC & Competiscan, LLC.

6. 41%SIMILAR PLAN
FROM DIFFERENT INSURER
26%DIFFERENT PLAN
FROM DIFFERENT INSURER
33%DIFFERENT PLAN
FROM SAME INSURER
67% OF SHOPPERS
PLAN TO CHOOSEA NEW INSURER
Among shoppers, 67% are looking for an entirely new insurer -
indicating that they are dissatisfied with their insurance companies,
and not just their plans. Improving their brand experience will be
critical to reversing this trend.
When you shop, what are you most likely to choose?
© 2015 Media Logic USA, LLC & Competiscan, LLC.

7. PRIOR
TONOV
NOV
DEC
JAN
UNDER 1 HOUR
(32%)
1-2 HOURS
(31%)
4+ HOURS
(14%)
2-3 HOURS
(23%)
23%
41%
21%
15%
1OUTOF3PLAN TO SPEND
UNDER AN HOUR
SHOPPING
64%HAVE ALREADY STARTED
OR WILL BE SHOPPING
IN NOVEMBER
When do you plan to
begin shopping?
How long do you plan to
spend researching and
selecting a new plan?
© 2015 Media Logic USA, LLC & Competiscan, LLC.

8. WILL COMPARE DEDUCTIBLES AND
OUT-OF-POCKET COSTS ACROSS PLANS58%
WILL REVIEW THEIR HEALTH CARE USAGE FROM
THE PREVIOUS YEAR TO ENSURE THEY HAVE THE
RIGHT COVERAGE FOR THE YEAR AHEAD
25%
WILL COMPARE PROVIDER NETWORKS
37%
WILL SEEK ASSISTANCE FROM AN
INSURANCE PROFESSIONAL27%
NEW
HEALTH
PLAN
How will you shop for a new health plan, and what
will you be looking for?
© 2015 Media Logic USA, LLC & Competiscan, LLC.

9. 1 32 4 5 RATING
AVERAGE
OUT-OF-POCKET COSTS (DEDUCTIBLES OR COPAYS) 62 76 42 23 11 1 2.29
MONTHLY PLAN COST (PREMIUM) 77 52 29 16 13 28 2.63
PROVIDER/PHYSICIAN/DOCTOR NETWORK 26 38 61 50 21 19 3.27
BENEFITS THAT MEET MY HEALTH NEEDS 31 27 49 68 30 10 3.32
NAME AND REPUTATION OF INSURANCE COMPANY 15 11 26 36 50 77 4.52
CUSTOMER SERVICE 4 11 8 22 90 80 4.97
6
OOP costs replaced premiums as #1, as consumers are learning that
they also need to factor variables like coinsurance and deductibles into
their health plan decision-making.
Please rank the following health plan features in order of importance
(starting with 1 for the most important feature):
© 2015 Media Logic USA, LLC & Competiscan, LLC.

10. 1 RATING
AVERAGE32 4 5
COST COMPARISON TOOLS 64 80 47 14 10 2.19
ONLINE PORTAL TO MANAGE HEALTH 51 82 61 16 5 2.27
PHYSICIAN REVIEWS 47 86 58 14 10 2.32
DISEASE MANAGEMENT AND WELLNESS PROGRAMS 42 65 72 27 9 2.52
PERSONAL HEALTH ADVOCATE AVAILABLE VIA PHONE 34 75 65 23 18 2.61
TELEHEALTH OFFERINGS 29 57 62 36 31 2.92
MOBILE APP 19 47 58 39 52 3.27
VERY
IMPORTANT
NOT
IMPORTANT
Aside from benefits, there is a growing demand for tools that
consumers can use to manage their health
Although “mobile app” is at the bottom of the list, almost 1/2 (47%)
of respondents who said it was “very important” were between the
ages of 26-34.
How important is it that your health plan offers:
© 2015 Media Logic USA, LLC & Competiscan, LLC.

11. ATTEND AN INFORMATIONAL MEETING
SEARCH THE INTERNET AND VISIT WEBSITES
10%
24%
33%
79%
15%
33%
34%
VISIT A HEALTH INSURANCE RETAIL LOCATION
The web’s importance to consumers as the primary information
gathering channel is increasing, while all other channels experienced
little change or a decrease in value as compared to last year’s data.
SPEAK WITH A HEALTH INSURANCE PROFESSIONAL/CONSULTANT
WATCH / READ THE NEWS
READ MAIL
SPEAK WITH FAMILY, FRIENDS OR COWORKERS
How consumers plan to learn about their health plan options:
© 2015 Media Logic USA, LLC & Competiscan, LLC.

12. BETTER DRUG
COVERAGE 14%
CLEARER
COMMUNICATIONS 16%
BETTER CUSTOMER
SERVICE 14%
BETTER WEBSITE
FEATURES &
FUNCTIONALITY 12%
TELEHEALTH
OFFERINGS 17%
BROADER
NETWORK 27%
While a broader provider network was the obvious top choice, the parity among the
other options is noteworthy. This reinforces the notion that health care needs and
preferences are highly personalized. The second-highest ranking for telehealth –
still a new concept in the health care industry – may be a way for health insurers to
differentiate themselves.
If you could change one thing about your current health insurer
(besides lower prices), what would it be?
© 2015 Media Logic USA, LLC & Competiscan, LLC.

13. UNDER $25K (15%)
$75K-$99K (15%)
$100K-$149K (7%)
$150K (3%)
$25K-$49K (39%)
$50K-$74K (21%)
HOUSEHOLD
INCOME
35–44 (32%)
55-64 (16%)
45–54 (27%)
UNDER 34 (25%)
AGE
Methodology / Demographics
The survey was designed and analyzed by researchers at Media Logic and Competiscan and
was conducted from October 29 - November 3, 2015, among a nationally represented sample of
215 adults who purchase health insurance through a federal or state exchange.
© 2015 Media Logic USA, LLC & Competiscan, LLC.

14. About Media Logic
Media Logic is a national leader in health care marketing – providing strategic, breakthrough
solutions that drive business. Media Logic offers deep experience in branding and lead
generation, and it is expert at turning research and segmentation data into actionable plans.
Leveraging more than two decades of health plan marketing knowledge, Media Logic
understands the nuances of group, Medicare and individual exchange prospects. From
traditional ad campaigns to retention efforts to content marketing, everything Media Logic
does is focused on generating results for clients… giving them an edge in a competitive,
constantly changing environment. Visit www.medialogic.com for more information.
About Competiscan
Founded in 2006, Competiscan provides its valued clients insights into the direct marketing
strategies of competitors. Competiscan and its powerful web-based search utility monitors
direct mail, email, mobile, online banners, print and social networking communications targeted
at consumers, businesses, financial advisors, insurance producers and providers over time.
As the market leader, Competiscan’s clients are better informed, leading to more effective
communications and marketing with the ultimate goal of staying ahead of the competition.
Visit www.competiscan.com for more information.
© 2015 Media Logic USA, LLC & Competiscan, LLC.

15. If you have any questions about this report
or any of the topics covered, contact:
Richard Goldman
CEO & Founder
Competiscan
312.546.3489
richard@competiscan.com
Learn more about Media Logic at medialogic.com
and subscribe to their health care marketing newsletter
at medialogic.com/signup
Learn more about Competiscan at competiscan.com
Jim McDonald
Director of Business Development
Media Logic
866.353.3011
jmcdonald@medialogic.com