The Role of Information in Medicare HMO Markets: The Interplay of Advertising and

信息在医疗保险 HMO 市场中的作用：广告和信息的相互作用

• 批准号: 7713444
• 负责人: Ashwin R Patel
• 金额: $ 2.78万
• 依托单位: UNIVERSITY OF PENNSYLVANIA
• 依托单位国家: 美国
• 财政年份: 2009
• 资助国家: 美国
• 起止时间: 2009-07-01 至 2010-03-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/7713444
• 关键词: Role; Information; Medicare; HMO; Markets

DESCRIPTION (provided by applicant): In short, this proposal sets out to study the role of advertising in the Medicare HMO markets. The first goal is to estimate a causal relationship between advertising and market share, using collected, but unreported (to consumers) HMO report card ratings as an instrument for advertising expenditures. This analysis is important in the context of the increasingly prominent role that advertising is now playing in the Part D HMO market. Due to the limited literature in this area, uncovering this important relationship will contribute to both the health economics literature as well as the general advertising economics literature. The second goal is to provide a better estimate of the value of report cards. Prior studies of report cards have generally found that they have a significant, yet small, impact on market share. None of these studies incorporate a role of advertising. This dissertation plans to be the first to study the individual and combined impacts of advertising and report cards on movements in market share. In addition to uncovering a better estimate of the value of report cards, it will provide insight into how a firm's advertising strategies can either mitigate or enhance the report card impact. Lastly, our goal is to provide rigorous empirical evidence to test the link between advertising and favorable selection of health risks. The prior literature has been limited by lack of HMO claims data to study the attracted health risks by HMOs. We plan to circumvent this problem by using individual-survey data from each operating HMO to gather self-reported measures of health risk. The analysis will allow a rigorous test of how advertising is related to favorable selection, and will add to our understanding of the role that advertising plays in the Medicare HMO market.

描述（由申请人提供）：简而言之，本提案旨在研究广告在 Medicare HMO 市场中的作用。第一个目标是使用收集但未向消费者报告的 HMO 成绩单评级作为广告支出的工具，估计广告与市场份额之间的因果关系。鉴于广告目前在 D 部分 HMO 市场中发挥着日益突出的作用，这一分析非常重要。由于该领域的文献有限，揭示这一重要关系将为健康经济学文献以及一般广告经济学文献做出贡献。第二个目标是更好地估计成绩单的价值。之前对成绩单的研究普遍发现它们对市场份额有显着但很小的影响。这些研究都没有考虑广告的作用。本论文计划成为第一个研究广告和成绩单对市场份额变动的单独和综合影响的论文。除了更好地估计成绩单的价值之外，它还将深入了解公司的广告策略如何减轻或增强成绩单的影响。最后，我们的目标是提供严格的经验证据来测试广告与健康风险的有利选择之间的联系。由于缺乏 HMO 声称数据来研究 HMO 引起的健康风险，先前的文献受到限制。我们计划通过使用每个运营 HMO 的个人调查数据来收集自我报告的健康风险指标来规避这个问题。该分析将能够对广告与有利选择之间的关系进行严格测试，并将加深我们对广告在医疗保险 HMO 市场中所扮演的角色的理解。