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Zarna Patel
Zarna Patel
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Health Insurers Having a Ball with Reform: 4 Examples

Some health insurance companies are betting that games will help their policyholders better understand healthcare reform.
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Health insurance is changing rapidly as the Affordable Care Act (ACA) is implemented, leaving many consumers feeling unsure about what the changes in the law mean for them. Some health insurance companies are turning to gamification initiatives so consumers can educate themselves about the law in a fun way. Following are four projects spanning simple quizzes and multi-day events.


Independence Blue Cross – Independence Express

Independence Blue Cross introduced an internet-enabled tractor-trailer featuring educational and retail health games this week. The Independence Express will make stops around Philadelphia over the next few weeks, including the Canstatter VolkFest Labor Day Festival that weekend. The trailer features computers, educational games and booklets about healthcare reform and more, as well as an IQ game show, Live Fearless, to test participants' knowledge of the ACA.

Zarna Patel is a staff writer for InformationWeek's Financial Services brands, which include Bank Systems & Technology, Insurance & Technology and Wall Street & Technology. She received her B.A. in English and journalism from Rutgers University College of Arts and Sciences in ... View Full Bio

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Cara Latham
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Cara Latham,
User Rank: Apprentice
8/28/2013 | 8:52:55 PM
re: Health Insurers Having a Ball with Reform: 4 Examples
I agree! Most people are more receptive to interactive learning in a way that seems fun and less like a chore. In the case they find that they don't know as much about it, they might actually even be inclined to seek further information.
Jonathan_Camhi
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Jonathan_Camhi,
User Rank: Author
8/27/2013 | 8:35:17 PM
re: Health Insurers Having a Ball with Reform: 4 Examples
This kind of thing is badly needed in relation to how the new law will affect everyday people and their healthcare. So much misinformation has been diseminated about what will happen to people when the ACA goes into effect. Somebody needs to find a way to explain to consumers what the law actually means for them. I think that's something that most people still don't know.
Zarna Patel
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Zarna Patel,
User Rank: Apprentice
8/27/2013 | 8:28:29 PM
re: Health Insurers Having a Ball with Reform: 4 Examples
I couldn't help but think about what aspects of this marketing strategy is going to really make it work. Developing engaging games in general is a difficult task on it's own so I'm really curious about how consumers are reacting to games focusing on health insurance.
KBurger
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KBurger,
User Rank: Author
8/26/2013 | 2:52:15 PM
re: Health Insurers Having a Ball with Reform: 4 Examples
It is interesting that health insurance companies have taken the lead on implementing gamification into their member (customer) interaction strategies. It would be interesting to garner some of the "lessons learned" and where gamification is having the most impact (e.g., enrollment, education, marketing, branding, etc.). In this context, you have to think this is really about marketing & competing with health care exchanges.
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