A poll conducted by KPMG LLP, a U.S. audit, tax and advisory services firm, found 16 percent said they were very confident their health insurance plan would be successful as part of the new health exchanges, 42 percent said they were confident and 22 percent said they somewhat confident. Only 3 percent said they were not at all confident, while 17 percent said they did not know.
"A crucial component for these organizations will be the conversion from a business-to-business to business-to-consumer model, which includes the capabilities to engage the right customer, in the right channel at the right time with the right message," Joe Parente, advisory principal with KPMG's Healthcare practice, said in a statement.
"Clearly, health plan leaders are increasing their focus on the retail side of operations, and they are also taking a much closer look at their models and redefining their strategy to be more competitive in this new landscape."
Most of the people polled said their organizations were ready or would begin marketing and delivering products that are consumer focused in the next six to 12 months.
No survey details were provided.