comScore Debuts Health Insurance Measure

comScore will introduce a set of metrics to tie in with the launch of the new health insurance marketplace, which opens on October 1st as part of the Affordable Care Act. The service promises 'detailed, aggregated and anonymous' online usage metrics for both the on-exchange and off-exchange market.

Susan Engleson (pictured), Director of comScore's Insurance Practice, says the new market's launch is 'probably the most significant change to the health insurance market in a generation'. Traffic to its www.healthcare.gov home page has jumped by more than 50 percent since January, to more than 500,000 unique visitors in June, while online searches that include the phrase 'health insurance' have increased nearly 30% between Q1 and Q2 2013.

Engleson continues: 'The availability of important metrics that speak to health care customers' interest and acquisition will be critical to assessing the changing landscape so that our clients can employ sound content and marketing strategies. comScore has been providing research analytics in the online health insurance space for a number of years, and we are excited to expand our measurement to the marketplaces segment to help deliver new value for our clients.'

The new service will include aggregate reporting for health exchange marketplaces, and figures for aggregator sites, insurers and exchanges. Metrics will include measurement of audience and visitation patterns, demographics, analysis of sources of traffic, numbers for quote and enrolment pages, and insights into relevant social media.

Web site: www.comscore.com .