Insurers are reaching out to consumers with face-to-face marketing as the Affordable Care Act pushes people into insurance comparison shopping. New methods include Independence Blue Cross' branded truck that serves as a store-on-wheels to attract attention and sign people up through the newly available marketplaces. "On one hand, [consumers are] a blank slate, but on the other hand, they're really not that interested," says Nigel Hollis, chief global analyst at Millward Brown.

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