This report explores the ownership of health insurance in America today, the types of wellness programs that are provided by employers to encourage healthier behavior among employees, and the ramifications of the Health Care Reform legislation that is now moving through Congress.

Part of the discussion centers on health care providers, especially the efforts the industry is taking to maximize their profitability in today’s economic climate, as well as strategies taken to support or negate critical elements of upcoming health care legislation. Advertising efforts will be explored, starting with how each company utilizes the myriad media vehicles to communicate the benefits of their health care and wellness plans to employers as well as prospective individual policyholders. Examples of targeted messaging through direct mail, email, print and TV advertising has also been gathered and will be shown and discussed.

The report will culminate with an overview of the healthcare consumer, particularly the types and brands of health insurance owned, the source of their insurance, the types of wellness programs provided and participated in, and their views about the different aspects of the new health care legislation.

As the year 2010 starts, the Health Care Reform bill is perhaps making its way to the desk of President Obama for signature. This would be a moment in history, as, according to President Obama, this is the most important reform of the health care system since Medicare.

There are certain tensions at play at this time between the industry and the consumer, brought about not only by the soon to be enacted legislation, but also by to the effect of the economy on consumers and their experiences with health insurance. Starting with the first section of the report, the Executive Summary:

What are the stresses being experienced by consumers as concerns the economy and their health care? What do they think about wellness programs?

What are various strategies for boosting the success of wellness programs?

How are larger cultural trends impacting the health insurance industry and wellness programs in general?

How are people buying individual health policies, and what is the influence of the internet on these buying decisions?

What is the influence of the internet and the recession on the new product launches made by the industry?

What are the over-arching trends seen in current advertising efforts, and how do these show in specific examples from the Mintel Comperemedia database?