Breaking News
December 18, 2018 - Getting the Most Out of the CLARITY Technique
December 18, 2018 - NVF shoes provide a viable option for track and road racing
December 18, 2018 - CRISPR may restore effectiveness of chemotherapies used to treat lung cancer
December 18, 2018 - New app accurately measures and charts progression of skin wounds
December 18, 2018 - Persistent Discrimination ID’d Among Physician Mothers
December 18, 2018 - Cellphone technology developed to detect HIV
December 18, 2018 - A Stanford doctor hits the field with the 49ers — as their airway management physician
December 18, 2018 - The Rise of Anxiety Baking
December 18, 2018 - Just one night of sleep deprivation increases the urge to eat
December 18, 2018 - Study reveals mechanism behind failed remyelination in MS
December 18, 2018 - New genetic testing method increases the precision of biomarker analysis
December 18, 2018 - Simple technique to effectively treat underdiagnosed cause of debilitating chest pain
December 18, 2018 - Barbershop-based medical intervention can successfully lower blood pressure, new data shows
December 18, 2018 - Food labels have caused changes in consumers’ intake and industry’s use of key additives
December 18, 2018 - Sickest children could benefit from split liver transplants
December 18, 2018 - Scientists create patient-specific model to identify most effective treatment for appendix cancer
December 18, 2018 - Researchers discover promising new compound against Buruli ulcer
December 18, 2018 - Study finds significant use of traditional, complementary and alternative medicines in Sub-Saharan Africa
December 18, 2018 - California Farm Implicated in Outbreak of E. coli Tied to Romaine Lettuce
December 18, 2018 - Mobile health has power to transform HIV/AIDS nursing
December 18, 2018 - Celiac Vaccine in Clinical Trials at Columbia
December 18, 2018 - Research into mental health first aid prompts practical guidance and resources for workplace
December 18, 2018 - Researcher conducts study to investigate peripheral blood markers of Alzheimer’s disease
December 18, 2018 - Researchers identify link between mucus in the small airways and pulmonary fibrosis
December 18, 2018 - EU Commission’s Health Policy Platform to host EKHA program on transplantation
December 18, 2018 - Survivors of childhood Hodgkin lymphoma have high risk of developing solid tumors
December 18, 2018 - Small changes to cafeteria design can get kids to eat healthier, new assessment tool finds
December 18, 2018 - From Machines to Cyclic Compounds
December 18, 2018 - New study reveals best assessment tools to establish delirium severity
December 18, 2018 - Rice University scientists develop synthetic protein switches to control electron flow
December 18, 2018 - Home-based pulmonary function monitoring for teens with Duchenne muscular dystrophy
December 18, 2018 - Researchers identify potential target for new breast cancer treatments
December 18, 2018 - National Biofilms Innovation Centre award grant to Neem Biotech for novel anti-biofilm drug development
December 18, 2018 - Artificial intelligence and the future of medicine
December 18, 2018 - Montana State doctoral student receives grant for her work to improve neuroscience tool
December 18, 2018 - Early postpartum initiation of opioids associated with persistent use
December 18, 2018 - Russian scientists identify molecular ‘switch’ that could be target for treatment of allergic asthma
December 18, 2018 - Surgeons make more mistakes in the operating room during stressful moments, shows study
December 18, 2018 - Immune cells explode themselves to inform about the danger of invading bacteria
December 18, 2018 - Malnutrition in children with Crohn’s disease linked with increased risk of surgical complications
December 18, 2018 - FDA Approves Motegrity (prucalopride) for Adults with Chronic Idiopathic Constipation (CIC)
December 18, 2018 - The long and short of CDK12
December 18, 2018 - Hologic’s Cynosure division introduces TempSure Surgical RF technology in North America
December 18, 2018 - CMR Surgical partners with Nicholson Center to launch U.S.-based training program for Versius
December 18, 2018 - Findings reinforce guidelines for cautious use of antipsychotics in younger populations
December 18, 2018 - Study finds new strains of hepatitis C virus in sub-Saharan Africa
December 18, 2018 - New battery-free, implantable device aids weight loss
December 18, 2018 - Parental alcohol use disorder associated with offspring marital outcomes
December 18, 2018 - Novel Breast Imaging Technique Might Cut Unnecessary Biopsies
December 18, 2018 - What can a snowflake teach us about how cancer spreads in the body?
December 18, 2018 - Management of nausea and vomiting in pregnancy costs the NHS more than previously thought
December 18, 2018 - Green leafy vegetables may reduce risk of developing liver steatosis
December 18, 2018 - Veganism linked to nutrient deficiencies and malnutrition if not planned correctly
December 18, 2018 - Coming Soon: A Tiny Robot You Swallow to Help You Stay Healthy
December 18, 2018 - Modified malaria drug proven effective at inhibiting Ebola
December 18, 2018 - Study finds epigenetic differences in the brains of individuals with schizophrenia
December 18, 2018 - Fitness instructors’ motivational comments influence women’s body satisfaction
December 18, 2018 - Study focuses on modification of lipid nanoparticles for successful brain cell targeting
December 18, 2018 - New gut bacteria may be effective against obesity, metabolic and mental disorders
December 18, 2018 - New two-in-one powder aerosol to upgrade fight against deadly superbugs in lungs
December 18, 2018 - Biofilms feed with swirling flows
December 17, 2018 - Study identifies specific neurological changes related to traumatic brain injury
December 17, 2018 - New study confirms geographic bias in lung allocation for transplant
December 17, 2018 - Research focuses on optimization of solid lipid nanoparticle that encapsulates Vinorelbine bitartrate
December 17, 2018 - Carpal tunnel syndrome – Genetics Home Reference
December 17, 2018 - A novel insulin accelerant
December 17, 2018 - Tips for caring for patients with disabilities, from a mother and physician
December 17, 2018 - Menopause-related sexual, urinary problems tied to worse quality of life
December 17, 2018 - In-school nutrition programs among students limit increases in BMI, finds study
December 17, 2018 - Risk for Hospitalization for Heart Failure Greater With Diabetes
December 17, 2018 - Food assistance may help older adults adhere to diabetes meds
December 17, 2018 - Supporting a family’s goals during a difficult pregnancy
December 17, 2018 - Neurons with Good Housekeeping Are Protected from Alzheimer’s
December 17, 2018 - New approach to tumor analysis could improve prognosis for bowel cancer patients
December 17, 2018 - New ‘epigenetics-based’ cervical cancer test outperforms Pap smear and HPV tests
December 17, 2018 - Ten year follow-up after negative colonoscopy related to reduced risk of colorectal cancer
December 17, 2018 - CTF along with NTAP and Sage announce first-ever open data portal for neurofibromatosis
December 17, 2018 - Intimacy: The Elusive Fountain of Youth?
December 17, 2018 - Will saliva translate to a real diagnostic tool?
December 17, 2018 - DFG establishes nine new Research Units and one new Clinical Research Unit
Health insurance ads have shifted over time due to health plans offered via ACA

Health insurance ads have shifted over time due to health plans offered via ACA

image_pdfDownload PDFimage_print

The themes in television advertisements for health insurance plans have shifted over time, possibly reflecting the shrinking pool of health plans offered through the Affordable Care Act (ACA) as well as rising plan premiums, according to a study led by researchers at the Johns Hopkins Bloomberg School of Public Health.

In the study, published online in the Journal of Health Politics, Policy and Law, the researchers analyzed the volume and content of media messages included in insurance advertisements that were aired over a million times in the U.S. from late 2013 through spring 2016. One key finding: explicit mentions of Obamacare or ACA declined sharply.

“These marketplace health plans that became available following the passage of the health care law under President Obama were heavily government-subsidized and contributed to substantial declines in uninsurance rates in the U.S.,” says study lead author Colleen L. Barry, PhD, the Fred and Julie Soper Professor and Chair of the Department of Health Policy and Management at the Bloomberg School. “Yet, in the absence of an explicit mention of the law in ads, newly insured individuals may not have appreciated the connection between the law and the health benefits they were receiving.”

The ACA, often called Obamacare, is a major health policy initiative enacted in 2010 that led to the introduction of new marketplace plans designed to make it easier for consumers to access health care through the individual and small group insurance market starting in 2014. Television ads for ACA plans, which are sponsored mostly by private insurers and through state and federal enrollment efforts, first began marketing to consumers in late fall 2013.

For the study, through the Wesleyan Media Project at Wesleyan University, the researchers obtained a database of video files for all of the health insurance-related television ads that aired in U.S. media markets during the first three ACA open-enrollment periods in 2013-14, 2014-15 and 2015-16. The study authors took a random sample of the ads, ending up with 875 unique advertisements that represented 1,074,653 airings in all 50 states.

The researchers viewed and coded each ad for characteristics including: the type of people featured in the ads, the activities they were engaged in, the references to ACA or Obamacare, and the messages about various benefits of the health plans available.

One finding, not unexpected, was that overtime the ads increasingly included content aimed at selling policies to younger, healthier people, whose enrollment in large numbers is essential to the long-term plan solvency. Relatively few airings focused on elderly or disabled people, smokers or people receiving medical care in a hospital or clinic–the kinds of people who tend to generate more costly health insurance claims.

“What we saw over the three enrollment periods is that as costs became a greater concern for insurers, advertising increasingly targeted so-called ‘young invincibles’–younger and healthy individuals who may be tempted to forego insurance,” Barry says.

The researchers also noted a shift, over the three open enrollment periods, toward messages emphasizing the availability of financial assistance with premiums, and away from messages emphasizing plan choice. The trend corresponded to sharp increases in average ACA plan premiums and reductions in plan choice as some major insurers pulled out of ACA marketplaces.

Even more dramatic, Barry and her colleagues found, was the trend towards ads that did not mention ACA. “By the third enrollment period in 2016 only about 10 percent of the airings by non-government sponsors specifically referred to ACA or Obamacare,” Barry says. “So there was a real movement by those sponsors to avoid connecting their products with the law itself.”

The researchers suggest that this trend may relate to a low level of public understanding of ACA, which advertisers may have increasingly recognized and accommodated–and which in turn may have worsened the public’s understanding.

“Public opinion data have shown consistently that many Americans do not understand the key components of the law or believe they have benefited from it,” Barry says.

The researchers worry that not making clear the connection between an individual’s health care and a major government program is problematic–not just for ACA but for government-sponsored programs generally. They cite the political scientist Suzanne Mettler, who has argued that public support for governmental programs will remain low, and indeed trust in government will remain low, insofar as citizens fail to see the benefits they receive from the government.

“If we want the public to understand the value of major government initiatives like ACA, then it is important to highlight these connections between health care benefits and government initiatives more explicitly,” Barry says.

“Assessing the Content of Television Health Insurance Advertising during Three Open Enrollment Periods of the ACA” was written by Colleen L. Barry, Sachini Bandara, Kimberly Arnold, Jessie Pintor, Laura Baum, Jeff Niederdeppe, Pinar Karaca-Mandic, Erika Franklin Fowler and Sarah Gollust.

Source:

https://www.jhsph.edu/news/news-releases/2018/aca-health-insurance-ads-targeted-younger-healthier-consumers.html

Tagged with:

About author

Related Articles