BALTIMORE, Jan. 22, 2019 /PRNewswire/ -- Nearly 15% of the U.S. population is older than 65 and can avail of Medicare. This is an important audience for insurance companies to serve, yet they are communicating poorly with the demographic in question - 51% of whom have basic or below basic health literacy levels (as measured by the National Center for Education Statistics in 2003).
"Trust in the health insurance industry in the US is declining, according to the Edelman Trust Barometer," says Fergal McGovern, CEO of VisibleThread. "This is alarming as trust isn't a 'nice to have'. Lack of trust means less customer loyalty. And that means customers take their business elsewhere. Acquiring new customers becomes more difficult and expensive for organizations."
Plain language builds trust
Communicating in plain language is one of the most critical ways to build trust. But 86.6% of insurers are using complicated language, long sentences, passive voice and complex word density to communicate with Medicare's audience.