Health Insurers realize they have an image problem and are trying to do something about it.  So says the New York Times in a story on June 22, 2012.

Over the past year, Aetna, Cigna and Humana have begun marketing campaigns that position them as consumer friendly companies.

Regardless of how the Supreme Court rules on the Affordable Care Act, insurers seem to have recognized that they are “among the most disliked industries,” says Regina E. Herzlinger, author of “Who Killed Health Care? America’s $2 Trillion Medical Problem and the Consumer-Driven Cure.”

Previous marketing efforts have been directed at buyers of group policies and generally ignored the individual consumer.  It’s impossible to predict how the court will rule and it’s entirely possible that millions of uninsured consumers will be in the market for health insurance.

Dr. Elliott S. Fisher, the director of the Center for Population Health at the Dartmouth Institute for Health Policy and Clinical Practice, said the campaigns were necessary regardless of the outcome of the Supreme Court case.
“Their future is going to depend on their ability to demonstrate value to patients and to employers,” Dr. Fisher said of insurance companies. “No one any longer questions the fact that health care is unaffordable and that the current way we are doing business isn’t working.”