Choosing a health plan remains one of the most important decisions consumers make during open enrollment. This Fast Fact examines the factors that matter most when privately insured adults select coverage, finding that provider networks are the top consideration, followed by out-of-pocket costs and premiums. Drawing on data from the 2025 Consumer Engagement in Health Care Survey, the research also highlights differences between traditional plan and high-deductible health plan enrollees. For employers, benefits professionals and others tracking health benefit trends, the findings provide valuable insight into how consumers are navigating their health plan choices.
Figure 2 How important were/would the following aspect of the health The 2025 Consumer Engagement in Health Care Survey was an online survey of 2,001 Americans ages 21 – insurance plan (be) in your current choice of plan? 64 with private health insurance coverage. It was fielded between October and November 2025. The survey Top six shown is made possible with funding support from the following organizations: Blue Cross Blue Shield June 25, 2026, #558 Association, Cigna Healthcare, HealthEquity, Inspira Financial, Johnson & Johnson, Segal, TIAA, and Traditional Plan Very Important High-Deductible Health Plan Very Important WEX. Good network of physicians and Good network of physicians and 80% 76% hospitals hospitals The Employee Benefit Research Institute is a private, nonpartisan, and nonprofit research institute based in Provider Networks and Out-of-Pocket Low out-of-pocket costs when you see Washington, D.C., that focuses on health, savings, retirement, and economic security issues. EBRI does not lobby 75% Lower cost of premium 72% the doctor and does not take policy poCo sitions st . The w s Drive ork of EB H RIealth Pl is made possibl an C e by fundi hng oice from its members and Prescription drug coverage 74% Prescription drug coverage 70% sponsors, which include a broad range of public and private organizations. For more information, visit Low out-of-pocket costs when you see www.ebr Lio .o wreg r .co st of premium 72% 68% the doctor The Employee Benefit Research Institute (EBRI)/Greenwald Research Consumer Engagement in Health Care Simple to understand 69% Simple to understand 63% Greenwald Research is a leading independent custom research firm and consulting partner to the health and Survey found that most enrollees have a choice of two to four health plans. wea Sp lt eh i cifin c dus cove trri aes ge tiha nclt u ap dedpl in i es the cr pea lantive quanti62% tative and qual Sip tat eci ive fic co mv e etrhod age s t incl o ud hel edp incom the p p la ani n es stay co 59% mpetitive and navigate industry change. Leveraging deep subject matter expertise and a consultative approach, Greenwald Source: 2025 EBRI/Greenwald Research Consumer Engagement in Health Care Survey. offers comprehensive services to answer strategic business questions. For more information, go to Figure 1 www.greenwaldresearch.com Are you offered a choice of health insurance plans?/How many Despite widespread familiarity with consumer-directed health plans, concerns about out-of-pocket costs continued different health insurance plans did you have to choose from? ### to be the most common reason traditional plan enrollees did not select these options. Covered by Employer Traditional High Deductible 35% 31% Figure 3 30% How familiar, if at all, are you with consumer-directed health care or 27% 27% 26% consumer-driven health care plans? 25% 25% 23% Extremely/Very/Somewhat Familiar Not Very Familiar Not at All Familiar 20% 2024 66% 17% 14% 14% 15% 13% 10% 2025 63% 19% 15% 5% 4% 2% 0% Have No Choice Choice of 2 Plans Choice of 3 Plans Choice of 4 or More Plans Have a Choice, but Don't 2024 76% 14% 9% Know How Many Plans Source: 2025 EBRI/Greenwald Research Consumer Engagement in Health Care Survey. 2025 67% 21% 11% Provider networks were the most important factor when choosing a health plan, outranking premiums and other plan features. Cost-related considerations continued to play a central role in plan-choice decisions across plan types. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: 2025 EBRI/Greenwald Research Consumer Engagement in Health Care Survey. Tra ditional plan enrollees placed greater importance on lower out-of-pocket costs when receiving care, while hi gh-deductible plan enrollees placed greater importance on lower premiums. Prescription drug coverage increased in importance compared with prior years. More information about the EBRI/Greenwald Research Consumer Engagement in Health Care Survey can be found online. © 2026, Employee Benefit Research Institute, 901 D St. SW, Suite 802, Washington, DC 20024, 202/659-0670 | ebri.org 2 3 High Deductible Traditional