The relationship between health plan advertising and market incentives: Evidence of risk-selective behavior

Ateev Mehrotra, Sonya Grier, R. Adams Dudley

Research output: Contribution to journalArticlepeer-review

11 Scopus citations

Abstract

Medicare beneficiaries are now facing advertising from an unprecedented number of health plans that are offering prescription drug coverage. Previous Medicare managed care efforts have been undermined by risk selection, the practice of enrolling healthier and therefore less costly patients. In this study we explore how the content of health plan advertising is related to the competitiveness of the health plan market. We find that increased competition is associated with greater use of advertising that targets healthier patients.

Original languageEnglish (US)
Pages (from-to)759-765
Number of pages7
JournalHealth Affairs
Volume25
Issue number3
DOIs
StatePublished - May 2006
Externally publishedYes

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