Breaking News
October 17, 2018 - FDA Approves Liletta (levonorgestrel-releasing intrauterine system) 52 mg to Prevent Pregnancy for up to Five Years
October 17, 2018 - Weight gain after smoking cessation linked to increased short-term diabetes risk
October 17, 2018 - Researchers find opportunity to control salt-sensitive hypertension without exercising
October 17, 2018 - Modeling Non-Numerical Data in Systems Biology
October 17, 2018 - Research aims to address health disparities in African-American men
October 17, 2018 - Human and cattle decoys trap outdoor-biting mosquitoes in malaria endemic regions
October 17, 2018 - High Circulating Prolactin Level Inversely Linked to T2DM Risk
October 17, 2018 - Study finds gene variant predisposes people to both Type 2 diabetes and low body weight
October 17, 2018 - Metrohm software products make it easy to comply with ALOCA and ALCOA+ guidelines
October 17, 2018 - Network of doctors identify the cause of 31 new conditions
October 17, 2018 - Notable improvement in brain cancer survival among younger patients but not much for elderly
October 17, 2018 - Scientists shed light on roles of transcription factors, TP63 and SOX2, in squamous cell carcinoma
October 17, 2018 - Costs of Medicare Diabetes Prevention Program may be higher than expected reimbursement
October 17, 2018 - Misuse of prescription opioids or benzodiazepines associated with suicidal thoughts
October 17, 2018 - New research seeks to address sex disparities in women’s health
October 17, 2018 - C-Section Rates Have Nearly Doubled Since 2000: Study
October 17, 2018 - Talking to Your Kids About STDs
October 17, 2018 - New classification of periodontal and peri-implant diseases and conditions
October 17, 2018 - Herbert D. Kleber, Pioneer in Addiction Treatment, Dies at 84
October 17, 2018 - Health effects of smoke-filled atmosphere
October 17, 2018 - Down syndrome may hold important clues to onset of Alzheimer’s disease
October 17, 2018 - A special report on US’ aging societies
October 17, 2018 - Birth mode may have acute effects on neurodevelopment, study suggests
October 17, 2018 - Global health innovation system fails to deliver affordable treatments to patients, says report
October 17, 2018 - Simple, inexpensive test quickly detects antibiotic-resistant ‘superbugs’
October 17, 2018 - New drugs could reduce risk of heart disease when added to statins
October 17, 2018 - Visible and valued: Stanford Medicine’s first-ever LGBTQ+ Forum
October 17, 2018 - HVP vaccination not linked with rise in teen risky sex
October 17, 2018 - Potential ‘early warning markers’ for sepsis discovered
October 17, 2018 - Who knew? Life begins (again) at 65
October 17, 2018 - Application of blood pressure guidelines ups treatment
October 17, 2018 - Stanford researchers find that small molecule may help treat enzyme deficiency
October 17, 2018 - Speed Cameras Save Money and Lives in New York City
October 17, 2018 - Men who conform to ‘the man box’ more likely to consider suicide and violence
October 17, 2018 - Researchers aim to create more authentic organoids for drug testing, transplantation
October 16, 2018 - New blood test for pediatric brain tumor patients offers safer approach than surgical biopsies
October 16, 2018 - Age-related estrogen increase may be the culprit behind inguinal hernias in men
October 16, 2018 - Skills-Based Intervention Did Not Cut Systolic BP After Stroke, TIA
October 16, 2018 - Researchers uncover new role of TIP60 protein in controlling tumour formation
October 16, 2018 - Behind the scenes of a lifesaving heart surgery
October 16, 2018 - ‘To See the Suffering’
October 16, 2018 - Drinking concentrated rosemary extract can boost memory by up to 15%, shows research
October 16, 2018 - Medicare Advantage riding high as new insurers flock to sell to seniors
October 16, 2018 - NHS tackles prescription fraud to save millions
October 16, 2018 - New molecular switch may help develop sophisticated photomedications
October 16, 2018 - Improving access to behavioral health screenings for pregnant and postpartum women
October 16, 2018 - Health Highlights: Oct. 12, 2018
October 16, 2018 - Study holds promise for new pediatric brain tumor treatment
October 16, 2018 - Patient advocate uses MRI scans to create art and spark conversations about life with illness
October 16, 2018 - Fish oil based diets may suppress growth and spread of breast cancer cells
October 16, 2018 - Number of VHA facilities offering acupuncture has increased rapidly
October 16, 2018 - Influential Leapfrog Group jumps in to rate 5,600 surgery centers
October 16, 2018 - HIV-infected infants more likely to acquire congenital cytomegalovirus infection
October 16, 2018 - Study pinpoints new marker that can predict Crohn’s disease subtype
October 16, 2018 - Simple procedure could be efficacious intervention for failed back surgery
October 16, 2018 - New research identifies modifiable dementia risk factor in elderly people
October 16, 2018 - Zebrafish study uncovers molecular ‘brake’ that helps control eye lens development
October 16, 2018 - Overlapping copy number variations underlie autism and schizophrenia in Japanese patients
October 16, 2018 - Early menopause and diabetes may reduce life expectancy
October 16, 2018 - Majority of Americans’ ancestry can be traced through existing DNA databases
October 16, 2018 - Patients coerced into mental health care less likely to perceive treatment as effective
October 16, 2018 - Healthy elders can consume walnuts without having negative impact on weight gain, finds study
October 16, 2018 - Interactive robot helps older people exercise and detects underlying health problems
October 16, 2018 - What you need to know about autism spectrum disorder
October 16, 2018 - Antidepressants can be used to treat Alzheimer’s disease
October 16, 2018 - Study uncovers important role of PRMT1 in dilated cardiomyopathy
October 16, 2018 - Nutritional quality of breakfast linked to cardiovascular and metabolic risk factors in children
October 16, 2018 - Study uses novel approach to investigate genetic origins of mental illnesses
October 16, 2018 - Scientists develop dual anthrax-plague vaccine
October 16, 2018 - Poor Outcomes for Hispanic Infants With Congenital Heart Dz
October 16, 2018 - Global study finds youngest in class more likely to be diagnosed with ADHD
October 16, 2018 - Researchers sequence two selfish genes in the fungus Neurospora intermedia
October 16, 2018 - Survey results highlight the need for better communication between patients and HCPs about bacterial vaginosis
October 16, 2018 - Researchers develop fibrin-targeting immunotherapy to protect against neurodegeneration
October 16, 2018 - Researchers create open access database on healthy immunity
October 16, 2018 - Rice University chemist wins big award to study small surfaces
October 16, 2018 - Study finds 43% drop in stroke rate
October 16, 2018 - Researchers identify basic relationships of cell cycle and cellular senescence in the placenta
October 16, 2018 - UA professor receives NSF grant to develop antifouling materials for medical implants
October 16, 2018 - Obesity Doubles Odds for Colon Cancer in Younger Women
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