Sarah E. Gollust (
Andrew Wilcock is a postdoctoral fellow in the Department of Health Care Policy, Harvard Medical School, in Boston, Massachusetts.
Health Aff (Millwood). 2018 Jun;37(6):956-963. doi: 10.1377/hlthaff.2017.1507.
The effectiveness of health insurance advertising has gained renewed attention following the Trump administration's decision to reduce the marketing budget for the federal Marketplace. Yet there is limited evidence on the relationship between advertising and enrollment behavior. This study combined survey data from the 2014 National Health Interview Survey on adults ages 18-64 with data on volumes of televised advertisements aired in respondents' counties of residence during the 2013-14 open enrollment period. We found that people living in counties with higher numbers of ads sponsored by the federal government were significantly more likely to shop for and enroll in a Marketplace plan. In contrast, people living in counties with higher numbers of ads from political sponsors opposing the Affordable Care Act (ACA) were less likely to shop or enroll. These findings add to the evidence base around advertising in the ACA context.
在特朗普政府决定削减联邦市场的营销预算后，医疗保险广告的效果重新引起了关注。然而，关于广告与参保行为之间的关系，证据有限。本研究将 2014 年全国健康访谈调查（针对 18-64 岁成年人）的调查数据与 2013-14 年开放参保期间受访者居住县播出的电视广告数量数据相结合。我们发现，居住在由联邦政府赞助的广告数量较多的县的人更有可能购买和注册市场计划。相比之下，居住在有更多反对《平价医疗法案》（ACA）的政治赞助商广告的县的人则不太可能购买或参保。这些发现为 ACA 背景下的广告提供了更多的证据基础。
