TITLE

Brand aid

AUTHOR(S)
FIELDING, MICHAEL
PUB. DATE
March 2008
SOURCE
Marketing Health Services;Spring2008, Vol. 28 Issue 1, p4
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on the results of a survey of nearly 5,000 Americans which was conducted by the Cambridge, Massachusetts based research company Forrester. In the survey the company questioned people about their interactions with a variety of companies, including those in the medical insurance industry, in an effort to gauge the usefulness, usability and enjoyability of their interactions. Research found that with the medical insurance provider industry 67% of respondents said that their experience was useful, 54% said that it was easy to use, and 41% said it was enjoyable.
ACCESSION #
29973073

 

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