The researchers are exploring if new marketing of existing insurance offerings prompt uninsured individuals – with an emphasis on the young and healthy – to purchase health insurance. This would be the first empirical project to explore whether generosity framing could enhance insurance uptake.
- Can new marketing of existing insurance offerings prompt uninsured individuals to purchase health insurance?
- Findings will have the potential to be readily adopted by other insurance providers due to the early uptake by participating state partners (MD & RI); and
- Inform policymakers renewing their focus on a universal coverage system
Health insurance purchasing
Using a three-phase approach, the researchers will: 1) Conduct focus groups to understand consumer perspectives and optimize the presentation of these ideas. Three focus groups will be convened in each of the partner states (MD and RI), for a total of six groups with six uninsured participants in each (n=36); 2) Assess consumer engagement with digital marketing and advertisement across the continental US; and 3) Implement a field experiment, with two state partners (Health Benefit Exchange in Maryland and HealthSource RI in Rhode Island), to manipulate marketing materials and observe differences in actual health insurance purchasing behavior.
The Policy Lab at Brown University
Maryland Health Benefit Exchange