It's that time of year again, the health industry's annual enrollment period. While it's a key time for health insurers (payers) and their marketing partners, consumers don't typically show great interest. Although health insurance is often literally a life-saving benefit, consumers spend the least time making their smartest coverage decisions. Doing nothing is the easiest choice, which is why health insurance “switchers” are at an all-time low.  In fact, many put more thought into their coffee orders than their health care coverage. Perhaps the industry needs to try a new approach to customer engagement.  One need look no further than the ubiquitous Starbucks brand for inspiration.

Convenience, customization and rewards

Think of how many times you open your iPhone, order your coffee from Starbucks and grab it the minute you arrive.  While there, you quickly pick up a last-second latte for your co-worker with your Starbucks pre-paid card.  Or even better, you redeem a free drink based on your loyalty status, which you use on your co-worker's drink. You got exactly what you and your “coffee dependent” wanted, while earning loyalty points — all in seconds. 

I know what you're thinking: How can you compare health insurance and coffee when they are vastly different?