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Consumers give Blue Cross Blue Shield top marks
By Insure.com staff

Once again, consumers have named Blue Cross Blue Shield as having the best reputation among top health insurance brands, according to the results of the annual Harris Poll EquiTrend study.

This is the third straight year Blue Cross Blue Shield has claimed the top slot. UnitedHealthcare took the No. 2 position, regional insurer HealthNet finished third and Aetna finished fourth.

Having a strong brand reputation is becoming increasingly important for insurers, according to Debra Richman, senior vice president of healthcare business development and strategy at Harris Interactive.

"Consumer behavior in health care is beginning to mirror how consumers behave when making other purchasing decisions, whether for consumer goods or financial services," Richman said in a press statement. "Consumers are evaluating brand equity, user experience, convenience and product or service value."

The study was conducted online Jan. 31-Feb. 20. It analyzed responses of more than 38,500 consumers on key measures of brand health.

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