A.M. BestTV: More Health Insurers Embracing a Retail Approach

A.M. BestTV: More Health Insurers Embracing a Retail Approach

With an individual market expected to grow considerably, boosted by U.S. health reform, insurers such as Highmark Health Services, United Healthcare or Florida Blue are heading to where potential new customers already are: the mall. Mike King, director of retail marketing for Highmark, said that the stores also function as a customer service center for existing policyholders. A.M. Best Assistant Vice President Sally Rosen said that some people like the face-to-face interaction as opposed to online or over the phone. King said customers run the gamut, from senior Medicare eligible to young people who have aged out of their parent’s policy. Stores such as the Highmark Direct store also typically sell ancillary products, such as dental insurance, critical illness and accident insurance.

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