Messaging and the Mandate: The Impact of Consumer Experience on Health Insurance Enrollment Through Exchanges.
The ability of web-based retailers to learn about and provide targeted consumer experiences is touted as an important distinction from traditional retailers. In principal, web-based insurance exchanges could benefit from these advantages. Using data from a large-scale experiment by a private sector...
| Publicado en: | American Economic Review Vol. 105; no. 5; pp. 105 - 110 |
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| Autores principales: | , , , |
| Formato: | Artículo |
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American Economic Association
May2015
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=102579668&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 102579668 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 00028282 AER jtl: American Economic Review issn: 00028282 maglogo: N pubinfo: dt: May2015 vid: 105 iid: 5 pid: 22 pub: American Economic Association artinfo: ui: 102579668 10.1257/aer.p20151080 ppf: 105 ppct: 5 formats: tig: atl: Messaging and the Mandate: The Impact of Consumer Experience on Health Insurance Enrollment Through Exchanges. aug: au: Cox, Natalie Handel, Benjamin Kolstad, Jonathan Mahoney, Neale affil: Economics Department, University of California-Berkeley, 530 Evans Hall, Berkeley, CA 94720 (e-mail: ) Economics Department, University of California-Berkeley, 501 Evans Hall, Berkeley, CA 94730 and NBER (e-mail: ) Wharton School, University of Pennsylvania, 3641 Locus Walk, Philadelphia, PA 19104 and NBER (e-mail: ) Booth School of Business, University of Chicago, 5807 South Woodlawn Avenue Chicago, IL 60637 and NBER (e-mail: ) su: Marketing research Health insurance Target marketing Marketing Health insurance websites Mathematical models Health insurance exchanges Behavioral targeting (Internet advertising) Patient Protection & Affordable Care Act sug: subj: Marketing research Health insurance Target marketing Marketing Direct group life, health and medical insurance carriers Direct individual life, health and medical insurance carriers Marketing Consulting Services Marketing Research and Public Opinion Polling Health insurance websites Mathematical models Health insurance exchanges Behavioral targeting (Internet advertising) Patient Protection & Affordable Care Act ab: The ability of web-based retailers to learn about and provide targeted consumer experiences is touted as an important distinction from traditional retailers. In principal, web-based insurance exchanges could benefit from these advantages. Using data from a large-scale experiment by a private sector health insurance exchange we estimate the returns to experimentation and targeted messaging. We find significant improvements in conversions in one treatment tested. Underlying the average impact were both intertemporal and demographic heterogeneity. We estimate that learning and targeted messaging could increase insurance applications by approximately 13 percent of the baseline conversion rate. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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