Brand aid

March 2008
Marketing Health Services;Spring2008, Vol. 28 Issue 1, p4
Academic Journal
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.


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