Health insurance shoppers turn to ChatGPT to compare plans, understand coverage, and weigh costs, often weeks before they choose a plan.
Profound analyzed 119,598 US healthcare conversations on ChatGPT from June 2025 through June 2026 to understand what shoppers ask, how those questions change during open enrollment, and what health insurance marketers can do in response.
Inside the report:
- Why 44% of insurance shoppers’ conversations have commercial intent
- Why comparing plans accounts for 56.2% of their commercial conversations
- The questions shoppers raise about coverage, costs, and choosing a plan
- How insurer mentions and shopping activity change around enrollment deadlines
- Practical recommendations for plan comparisons, provider details, and clear, current content
Download the report to learn how shoppers use ChatGPT during open enrollment and where your content can help.