University of Minnesota School of Public Health, Minneapolis, USA.
Wesleyan University, Middletown, CT, USA.
Med Care Res Rev. 2022 Dec;79(6):798-810. doi: 10.1177/10775587221101295. Epub 2022 Jun 16.
Federal funding cuts to enrollment outreach and marketing of the Affordable Care Act (ACA) marketplace options in 2017 has raised questions about the adequacy of the information the public has received, especially among populations vulnerable to uninsurance. Using health insurance ads aired from January 1, 2018, through December 21, 2018, we conducted a content analysis focused on (a) the messaging differences by ad language (English vs. Spanish) and (b) the messaging appeals used by nonfederally sponsored health insurance ads in 2018. The results reveal that privately sponsored ads focused on benefit appeals (e.g., prescription drugs), while publicly sponsored ads emphasized financial assistance subsidies. Few ads, regardless of language, referenced the ACA explicitly and privately sponsored Spanish-language ads emphasized benefits (e.g., choice of doctor) over enrollment-relevant details. This study emphasizes that private-sponsored television marketing may not provide specific and actionable health insurance information to the public, especially for the Spanish-speaking populations.
2017 年，联邦资金削减了《平价医疗法案》（ACA）市场选择的招生宣传和营销，这引发了人们对公众所收到信息是否充分的质疑，尤其是在那些容易失去保险的人群中。我们使用了 2018 年 1 月 1 日至 12 月 21 日播出的医疗保险广告，进行了一项内容分析，重点关注（a）广告语言（英语与西班牙语）的信息差异，以及（b）2018 年非联邦赞助的医疗保险广告使用的信息诉求。结果表明，私营机构赞助的广告侧重于福利诉求（如处方药），而公共机构赞助的广告则强调财政援助补贴。无论语言如何，很少有广告明确提到 ACA，而私营机构赞助的西班牙语广告则强调了福利（如医生选择），而不是与注册相关的细节。这项研究强调，私营机构赞助的电视营销可能无法向公众，特别是西班牙语裔人群，提供具体和可行的医疗保险信息。
