comScore Introduces Digital Measurement of Health Insurance Exchanges
Comprehensive comScore Metrics Will Deliver Insights on Competitive Landscape,
Customer Interest and Acquisition
RESTON, Va., July 31, 2013
RESTON, Va., July 31, 2013 /PRNewswire/ --comScore, Inc. (NASDAQ: SCOR), a
leader in measuring the digital world, today announced the introduction of a
new service that provides detailed, aggregated and anonymous online usage
metrics for the new health insurance marketplace, which opens October 1, 2013
as part of the Affordable Care Act. This new service will offer comprehensive
insights into the entire online health insurance acquisition space, both
on-exchange and off-exchange.
"The launch of exchanges this coming October is probably the most significant
change to the health insurance market in a generation," said Susan Engleson,
Director of comScore's Insurance Practice. "The availability of important
metrics that speak to health care customers' interest and acquisition will be
critical to assessing the changing landscape so that our clients can employ
sound content and marketing strategies. comScore has been providing research
analytics in the online health insurance space for a number of years, and we
are excited to expand our measurement to the marketplaces segment to help
deliver new value for our clients."
As the launch of the state and federal marketplaces draws near, traffic to
Healthcare.gov, home of the Health Insurance Marketplace, has rapidly
escalated. The website drew more than 500,000 unique visitors in June,
representing an increase of more than 50 percent from January 2013.
Trend in Unique Visitors (000) to Healthcare.gov
January 2013 – June 2013
Total U.S. – Home & Work Locations
Source: comScore Health Insurance Measurement
Month Unique Visitors (000)
In addition, online searches that include the phrase "health insurance" have
increased nearly 30 percent from Q1 2013 to Q2 2013.
Key Features & Benefits
In addition to aggregate reporting for health exchange marketplaces, anonymous
customer acquisition activity will be reported for the following:
oAggregator sites, including eHealthInsurance, individualhealthquotes.com,
oInsurers, including Aetna, Assurant, Cigna, Kaiser Permanente, Humana, and
UnitedHealthcare, as well as local Blue Cross and Blue Shield affiliates,
including those plans run by WellPoint (Anthem), Health Care Services
Corporation (HCSC), Highmark, Independence, and Horizon
Key reporting features as part of the service include:
oMeasurement of audience and visitation patterns to the websites of
insurers, aggregators, and exchanges
oDemographics of visitors to insurers, aggregators, and exchanges
oAnalysis of sources of traffic, including search and display advertising
oMeasurement of traffic to quote start and finish pages and enrollment
start and finish pages
oMeasurement of both the federal and state exchanges
oInsights into social media related to the Affordable Care Act
Leveraging this data, comScore provides clients with the ability to translate
consumer usage trends concerning changes to the health insurance marketplace
to actionable insights that can be used by health-related service providers to
optimize their digital content and marketing strategies.
About comScore Health Insurance Solutions
To learn more about comScore Health Insurance Solutions, please contact Susan
Engleson at firstname.lastname@example.org.
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and
analytics, delivering insights on web, mobile and TV consumer behavior that
enable clients to maximize the value of their digital investments. For more
information, please visit www.comscore.com/companyinfo.
SOURCE comScore, Inc.
Contact: Kate Dreyer, comScore, Inc., (571) 306-6447, email@example.com
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