Deft’s 2007 National Senior Loyalty Study uses highly regarded loyalty metrics, like Net Promoter Score or NPS, to measure the loyalty of seniors to drug coverage plans. Deft’s research findings about loyalty and drug coverage link these important topics to consumer intention to switch coverage and market differences among senior drug coverage plans.

Drug Coverage Top Line Result

Declining drug coverage NPS is one of the findings outlined in the current study. Drug Coverage NPS for 2006 was 19%, while this year’s NPS is at -4%. Much of this decline can be accounted for by the falling scores of a few large firms. Together, Humana, AARP, United Healthcare, and Anthem account for 58% of the Drug Coverage NPS drop.

Sources of Decline in Drug Coverage NPS

source: Deft Research, LLC

How Do Deft’s Clients Use This Research?

First they review the Advance Prospectus and fax back the order form.

The research is delivered within one business day. Loyalty and switch intention are shown to be related to several market perceptions and benefit design attributes. The report provides clear direction for all of your employees: reach out to Detractors, teach Passively Satisfied about value, engage Promoters. The report will help you:

• build your brand around the key perceptions of Promoters;
• train call center employees on the aspects of loyalty and switch;
• identify and reach out to customers at-risk for switching;
• design 2008 products and services that leverage your strengths and competitors’ weaknesses.

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