Social Media Fury Targeting Insurers Should Spark Strategic Changes, Experts Say [Published in P&C Specialist]

In the wake of UnitedHealthcare CEO Brian Thompson’s murder, commercial insurers are advised to “shore up their customer service, refine their claims processes and restore public confidence.”

This article by Cheryl Winokur Munk quotes Furia Rubel CEO and general counsel, Gina Rubel, among other industry professionals.

Our CEO, Gina Rubel, conferred with Sarah Larson and Becky Bergman, both of Furia Rubel, before corresponding with the reporter of this story. Gina is “grateful to Sarah and Becky for their insights” as Gina speaks on behalf of herself and Furia Rubel Communications, Inc., the company she has owned and operated for nearly 25 years.

In the article, which is available to subscribers only, Rubel states,

“Insurance companies face significant challenges in overcoming public distrust, largely due to the perception that they prioritize profits over people.” While advising carriers to take states to improve their public image and change their internal processes, Gina said, “Simply adding a fresh coat of paint won’t make a fragile structure sound.”

The article goes in-depth on how carriers should respond to the UnitedHealthcare backlash including:

Recognizing the dissatisfaction
Performing a customer service review
Revamping the claims process
Re-energizing the brand
Dealing appropriately with the social media backlash

Subscribers can read the full article at https://commercial.pandcspecialist.com/c/4713284/631374/social_media_fury_targeting_insurers_should_spark_strategic_changes_experts

About the publication: As a subsidiary of the Financial Times, P&C Specialist’s latest offering covers leading news for Commercial personal lines executives. It covers the commercial and specialty lines businesses of P&C insurers with original reporting and analysis, as well as insightful aggregation of industry news.

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In addition to what is quoted in the article, Rubel, Larson and Bergman share the following:

The ACTIONS of insurance companies must better benefit human beings, otherwise they will remain the villain in many people’s stories.

For instance, research indicates that many insurance companies, such as UnitedHealthcare, are using flawed AI algorithms to deny 1 in 3 claims because they know only a tiny fraction of those people will appeal their denial.

Also, complex claims processes often leave customers feeling frustrated and unsupported.

Insurers must balance financial stability with transparency and empathy, all in the face of public criticism.

Carriers can improve their reputations by being more transparent and fairer and by ensuring customers understand their policies and claims.

Humanizing the industry through storytelling—highlighting cases where insurers have positively impacted others—can also help counteract the perception of profit-driven motives.

Focusing on empathetic customer service and getting involved in community projects can also build trust. Responding quickly and honestly to criticism shows they’re willing to listen and make changes.

We recommend several strategies focused on transparency, empathy, and community engagement to address insurance companies’ challenges and rebuild public trust.

Implement clear, jargon-free explanations of policies and decisions to demystify the process for insured people.
Highlight moments when they have gone above and beyond for policyholders, which can help counteract the negative conversation. (Also quoted in the article)
Invest heavily in well-trained customer support teams that can address challenges and complaints empathetically to create goodwill and mitigate frustration.
Engage in community-oriented initiatives to help shift the narrative from a profit-driven mindset to a purpose-driven outlook.

Social Media Fury Targeting Insurers Should Spark Strategic Changes, Experts Say [Published in P&C Specialist]

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