For Interactive Marketing Professionals

US Interactive Marketing Forecast By Industry, 2009 To 2014

by Shar VanBoskirk, November 11, 2009

Although interactive marketing is poised to grow at a 16% compound annual growth rate (CAGR) overall, not all industries will match this pace. Retail and financial services will own the largest share of all interactive marketing, while brand advertisers . . .

For eBusiness & Channel Strategy Professionals

Using Channel Satisfaction Data To Build The Business Case For eBusiness

by Carrie Johnson, Elizabeth Davis, May 26, 2009

Forrester recently released a report showing the results of a survey of more than 4,500 US consumers and their level of satisfaction with Web, phone, and in-person interactions across 12 different industries. The report allows eBusiness and channel strategy . . .

For Customer Experience Professionals

The State Of Customer Experience, 2009

Customer Experience Management Enters Into Adolescence

by Bruce D. Temkin, April 24, 2009

Executives have been saying for awhile that customer experience is important. Only recently, however, have many of them begun to understand its direct link with loyalty. As a result, companies are starting to develop more disciplined approaches to customer . . .

For Interactive Marketing Professionals

How To Create A Social Application For Life Sciences Without Getting Fired

Social Strategies That Succeed Within A Regulatory Framework

by Josh Bernoff, April 20, 2009

People with health problems naturally form mutually supportive communities and seek out information about drugs and treatments. And yet, because of restrictive FDA regulations, pharmaceutical and other life sciences companies are terrified to take advantage . . .

For Customer Experience Professionals

The Experiences That Satisfy Consumers, 2009

US Consumers Rate Firms' Web, Phone, And In-Person Interactions

by Bruce D. Temkin, April 14, 2009

How well do experiences meet the needs of customers? Not very well. A survey of more than 4,500 US consumers shows a low level of satisfaction with Web, phone, and in-person interactions across 12 different industries. It turns out that Web interactions . . .

For Marketing Leadership Professionals

Consumer Engagement In Personal Healthcare Finance Dropped In 2008

Healthcare Marketers Have An Uphill Battle Ahead Of Them

by Carlton A. Doty, Elizabeth Davis, March 11, 2009

According to Forrester's North American Technographics® Healthcare Online Survey, Q2 2008, 39% of non-elderly commercially insured adults in the US now own a health spending account. This document profiles these consumers by account type and uncovers . . .

For Customer Experience Professionals

Customer Experience Correlates To Loyalty

Customer Experience Is Even More Correlated To Loyalty Than Last Year

by Bruce D. Temkin, February 17, 2009

Using data from nearly 4,700 consumer surveys, Forrester examined the correlation between the customer experiences delivered by more than 100 US firms and the loyalty of their customers. Our analysis shows that good customer experience correlates to consumers' . . .

For Customer Experience Professionals

Customer Experience Best Practices From 2008 Finance And Consumer Marketing Forums EMEA

by Jonathan Browne, February 3, 2009

In November 2008, Forrester held concurrent forums in London for consumer marketing and financial services professionals. Leading companies and their design agencies offered insight into their best customer experience practices. Mike Thompson of Barclays . . .

For eBusiness & Channel Strategy Professionals

Individual Purchasers Of Health Insurance Want Control

The Demographic Profiles And Attitudes Of US Individual Purchasers Of Health

by Carlton A. Doty, Elizabeth Davis, January 28, 2009

Who's purchasing individual insurance? And why? To answer these and other questions, we looked at Forrester's North American Technographics® Healthcare Online Survey, Q2 2008. We found that healthcare, and the purchasing of insurance specifically, . . .

For eBusiness & Channel Strategy Professionals

The Next Wave Of Individual Purchasers: The (Recently) Uninsured

by Carlton A. Doty, Elizabeth Davis, January 28, 2009

What does the average uninsured person in the US look like? Are there differences among this population? Is there a real market opportunity for healthcare eBusiness managers hoping to gain individual memberships? We see many differences when we compare . . .

For eBusiness & Channel Strategy Professionals

A Look At The Year Ahead: eBusiness Will Be Crucial To Health Insurers

2009 Will Be A Time Of Uncertainty And Transition In The Healthcare Industry

by Carlton A. Doty, January 22, 2009

A recession is hitting US consumers hard as the financial crisis continues to send ripples across US and global economies. Most US industries are feeling the effects —banks, retailers, auto firms, and even the healthcare industry, which is typically believed . . .

For Marketing Leadership Professionals

The Truth About Consumer-Directed Health Plans

HSAs Swell To More Than 6 Million Accounts And More Than $8 Billion In Assets

by Carlton A. Doty, September 25, 2008

The so-called consumer-directed health (CDH) market plunges its roots deeper into the health insurance industry as US employers continue to fight the rising costs of healthcare and more consumers find themselves in unfamiliar territory. Once referred . . .

For eBusiness & Channel Strategy Professionals

Social Media in Health

Trends and Tactics to Increase Participation

by Monique Levy, August 22, 2008

A number of health-focused online communities have emerged over the last two years, and many health Web sites, including WebMD, are boosting their community and social efforts.

For Customer Experience Professionals

A Closer Look At Customer Experience And Loyalty

The Correlation Between Customer Experience And Loyalty For 112 Firms

by Bruce D. Temkin, August 4, 2008

Forrester's previous analysis of nine industries showed that good customer experience correlates highly to loyalty — especially when it comes to consumers' plans for making additional purchases. For this report, we took a look at how the correlation between . . .

For Customer Experience Professionals

Web Site Copy That Builds Brands

by Ron Rogowski, July 1, 2008

Few companies achieve the proper balance of clarity and color when it comes to the language used in their online content. But some firms have done an exceptional job at describing their products and services clearly in a tone that reflects their brands. . . .

For Customer Experience Professionals

What Consumers Want From Insurers

How Priorities Differ Across Generations Of US Consumers

by Bruce D. Temkin, July 1, 2008

We asked nearly 5,000 US consumers what was most important when doing business with life insurers, auto and home insurers, and health insurers. It turns out that consumers most want a good reputation from life insurers, low prices from auto and home insurers, . . .

For Customer Experience Professionals

Incentives Entice Employees Toward Wellness

How Employers Can Encourage Participation In Work-Based Wellness Programs

by Elizabeth Boehm, June 16, 2008

US health plans and benefits managers continue to see wellness management as a key cost-cutting strategy — and the employees who have already adopted programs agree that wellness works. But program participation remains woefully low. Nearly half of employees . . .

For eBusiness & Channel Strategy Professionals

Health Insurance Collateral Disappoints

Consumers Researching Insurance Struggle Through A Cross-Channel Experience

by Julie Snyder, May 9, 2008

Consumers shopping for health insurance have varying motives: Some look to switch commercial carriers, others supplement current insurance, and the uninsured commence an entirely new experience. Deciding which channel to use when marketing to these disparate . . .

For Customer Experience Professionals

Use Personas To Design For Engagement

Highlights From A Panel At Forrester's Marketing Forum 2008

by Vidya L. Drego, May 8, 2008

At Forrester's Marketing Forum, we held a session with three pairs of agencies and clients that have used personas very effectively. When QVC and Critical Mass redesigned the QVC Web site to create a community for frequent television shoppers, personas . . .

For eBusiness & Channel Strategy Professionals

Online Health Behavior

Assessing the Impact of Age

by Monique Levy, May 7, 2008

Some health marketers and product developers are unsure about assumptions they should make regarding age and online behavior.

For Customer Experience Professionals

Consumers Believe That Wellness Works

Demographics And Attitudes Of Participants Suggest Expansion Opportunities

by Elizabeth Boehm, May 2, 2008

Though consumer participation in disease management and wellness support programs remains low, most early adopters believe that taking part in these programs leads to healthy behavior changes. Not surprisingly, consumers who say they've gotten involved . . .

For Customer Experience Professionals

The ROI Of Health Plans' Online Provider Directory Tool Redesigns

by Elizabeth Boehm, April 18, 2008

Health plan provider directories — online tools that allow health plan members and prospects to search for nearby doctors, hospitals, and other facilities that are in a health plan's network — are the most used online resources at health plan Web sites. . . .

For eBusiness & Channel Strategy Professionals

Reaching The Caregiver Market Across Channels

Caregivers Use The Web For Information And Offline Channels For Emotional Support

by Julie Snyder, April 4, 2008

With advances in medicine lengthening the average life span and baby boomers aging, the number of people older than 65 in the US will more than double in the coming 50 years. As this number of elderly grows, so does the number of caregivers — family members . . .

For Customer Experience Professionals

Rich Internet Applications That Build Brands

by Ron Rogowski, March 27, 2008

Compared with HTML, rich Internet applications (RIAs) offer greater interactivity, improved user experiences, and better differentiation. But most firms miss out on the brand-building potential of RIAs. To help companies that struggle with this problem, . . .

For eBusiness & Channel Strategy Professionals

How To Use The Web To Attract And Retain Individual Health Plan Membership

Forrester Exposes Glaring Lack Of Loyalty In A Highly Price-Sensitive Market

by Carlton A. Doty, March 14, 2008

Individual consumers seeking health coverage are increasingly going online to find it, but today, many health insurers' Web sites are ill-prepared to turn these visitors into profitable members. Forrester estimates that the individual health insurance . . .