Online health insurance surfers are not enrolling for coverage yet

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November 9, 2013 by Tony Novak

I just calculated some statistics on Web traffic to health insurance related Web sites in September and October of this year. I periodically monitor this traffic for about 27 Web sites affiliated with Freedom Benefits. The number of unique visitors to Freedom Benefits’ Web sites increased sharply in September and October, presumably doe to media coverage over the launch of Obamacare and the online insurance exchanges. However, the number of visitors who actually end up enrolling in a policy on our sires or elsewhere did not appear to increase. As a result the percentage of applications as a percentage of Web site visitors was at the lowest mark since the launch of the business in 1997. Overall, we estimate that just under 1 on 1,000 Web site visitors actually enrolls in an insurance policy online. That measurement includes all types of insurance Web traffic that we monitor, including dental and supplemental insurance, accident and short-term major medical.

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