Health Insurance Ad Messages Targeted to English- and Spanish-Speaking Populations in a Period of Limited Federal Investment in Marketplace Outreach

Tait, Margaret; McGuire, Cydney; Perez-Sanz, Sarah; Baum, Laura; Fowler, Erika Franklin; Gollust, Sarah E.

doi:10.1177/10775587221101295

Cited by 1 publication

(2 citation statements)

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“…We applied additional exclusion criteria similar to the process implemented by Pando et al (2022) to focus on ads for health insurance-related products. We eliminated ads that did not offer a health insurance product, ads focused on Medicare products (that were missed in the primary exclusion stage), ads for health insurance products in Mexico (but aired in overlapping US and Mexico markets), ads not aired in 2018 (that were incorrectly included in the data set), and ads where more than half of the ad information was missing because of a technical error.…”

Section: Datamentioning

confidence: 99%

“…This evidence, combined with other studies (e.g., Gollust et al, 2018; Karaca‐Mandic et al, 2017) demonstrates the importance of health insurance advertising and enrollment, and motivates our study on the content of advertising. Ads about the Medicaid program may be one opportunity to increase awareness of the program among eligible populations, not only because of their direct messages urging enrollment (see, e.g., Pando et al, 2022) but also because of the images they provide about who is (and is not) an enrollee. In addition to providing information about the program and direct messages about enrollment (see, e.g., Pando et al, 2022), advertisements provide images about who is—and is not—an enrollee; accurate depictions of the populations enrolled in and eligible for coverage could contribute to bolstering program uptake.…”

Section: Introductionmentioning

confidence: 99%

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Picturing the populations who could benefit from health insurance access expansions: An analysis of US health insurance television ads airing in 2018

Tait

McGuire

Perez-Sanz³

et al. 2022

World Med & Health Policy

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Efforts to expand access to health insurance in the United States are key to addressing health inequities and ensuring that all individuals have access to health care during the coronavirus disease 2019 pandemic. Yet, attempts to expand public insurance programs, including Medicaid, continue to face opposition in state and federal policymaking. Limited policy success raises questions about the health insurance information environment and the extent that available information signals both available resources and the need for policy reform. In this study, we explore one way that consumers and policymakers learn about health insurance—television advertisements—and analyze content in ads that could contribute to an understanding of who needs health insurance or who deserves to benefit from policies to expand insurance access. Specifically, we implement a content analysis of health insurance ads airing throughout 2018 on broadcast television or national cable, focusing on the depictions of people in those ads. Our findings indicate that individuals depicted in ads for Medicaid plans differ from those in ads for non‐Medicaid plans. Groups that comprise large populations of current Medicaid enrollees, children and pregnant people, were more likely to appear in ads for non‐Medicaid plans than in ads for Medicaid plans. This has implications for potential enrollees' understanding of who is eligible as well as the general public's and policymakers' perspectives on who should be targeted for current or future policies.

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Section: Datamentioning

confidence: 99%