Insurers can get through to millennials — Here's how

Nearly half of Americans would switch health insurance providers if they experienced billing and statement issues, according to a Broadridge Financial Solutions study.

Broadridge Financial Solutions surveyed 1,000 U.S. residents with health insurance, in collaboration with The Center for Generational Kinetics.

Five insights:

1. When choosing an insurance policy, 94 percent of respondents consider communication convenience and quality of communications to be important factors.

2. Compared to other generations, millennials are the least satisfied with their provider's communication content and quality.

3. Millennials are also the least likely to keep print records. They expect insurers to make digital records accessible.

4. Overall, 15 percent of respondents are fiercely loyal to print communications and would pay to continue receiving paper and postage.

5. Beneficiaries prefer print mail for documents such as premium bills. They prefer emails for information about personally relevant medications, coverage, services and health conditions.

The Center for Generational Kinetics President Jason Dorsey said, "In looking at research like this through a generational lens, we unveil how important it is for health insurers to provide a balanced experience of digital and print communications in order to be best positioned to respond to shifting member preferences and satisfy members."

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