Health insurance exchange managers who are sincere about winning over brokers will have to find ways to overcome brokers' belief that the exchange program will be plagued by "rigidity and dysfunction."
Mary Sienko, the marketing director at the Minnesota Health Insurance Exchange (HIX), came to that conclusion in a broker research report prepared for exchange managers.
"Consider unintended messages," Sienko added. "Brokers are listening for anything that intimates new clues about compensation, choice, or competition. Consider what conclusions they might draw from statements that don't appear to address those issues."
When the researchers looked at brokers' reactions to specific sample messages, they found the brokers liked messages acknowledging the role of brokers, and messages that emphasized concrete new options and advantages, such as the idea that the HIX would help employer clients get just one bill.