Comparing health insurance plans whether signing up through Healthcare.gov or weighing employer-sponsored plans with a spouse can feel like wading through a sea of information on deductibles, co-payments and monthly premiums. Now that more than 11 million people have chosen a plan during this years Healthcare.gov enrollment period, which ended on Feb. 15, three experts are pondering how to make this intimidating task even easier for next years registrants? They have laid out their prescription for improving the health insurance marketplace, grounded in psychology and behavioral research, in a perspective published Wednesday in the New England Journal of Medicine.
This is a really complicated decision to make and a pretty high-stakes one, too -- it can mean a lot of money, Peter Ubel, a co-author and health marketing expert at Duke University, says. I think a better designed system would actually be faster to go through and yet still help you make a better decision.
In the existing marketplace, the authors dont like the way plans are sorted into gold, silver and bronze categories.They think these labels make the gold plans inherently more desirable. The team did a preliminary test of this theory by presenting a choice of two plans to public bus riders in North Carolina one offering lower monthly premiums but higher out-of-pocket costs than the other and alternately labeled them gold and bronze. Inevitably, more than half of riders chose the gold plan, no matter if it had the higher or lower premiums and deductibles.
These subtle cues inherent in the labels and layout of the current marketplace may prompt consumers to make a decision that is not in their best interests. Now that we've made health insurance accessible in a legal sense, we have to make it accessible in a behavioral sense, Douglas Hough, a health economist at Johns Hopkins School of Public Health who was not involved in the research, says.
Another issue: Many state exchanges rank plans by monthly premium and list the plans with the lowest monthly premiums at the top. Ubel and his co-authors, who include a behavioral scientist from the University of Stirling in the U.K. and a business professor from Columbia University, say this strategy could cause a disproportionate number of people to choose the first plan, citing research that shows a tendency for consumers to choose the wine that is listed first on a curated menu. Arranging plans by deductibles or the number of doctors and hospitals covered may prompt consumers to pick plans in an entirely different pattern, a theory that Ubel says should be tested.
Hough thinks the health insurance marketplace software should play a more active role in aiding consumer decisions by offering suggestions based on their searches or the way other registrants have acted. Given the complexity, I think people are looking for heuristics, rules of thumb -- they're looking for a guide, he says. His vision would look more like Amazon.com. People who bought this have also bought that, people who looked at this have also looked at that, he says. Or, the interface might work like TurboTax in asking a series of simple questions meant to steer consumers in the right direction.
Since the early technological woes of the Healthcare.gov rollout have largely been overcome, Ubel hopes the Department of Health and Human Services, as well as the agencies that oversee state exchanges, can finally start to speak with behavioral researchers and apply some of these principles. I actually talked to a couple of groups when they were designing the exchanges to see if they wanted free consultation, he says. I had great preliminary phone calls but they were too busy to get back to me, which I understand.
Hough cautions that while behavioral scientists may be able to lend some insight into this process, they cant be expected to provide all the answers. One of the dangers of behavioral economics is people get really excited for it and start applying it willy-nilly without recognizing that there's a lot of things we don't know, he says. We know what the solutions are conceptually, but not really at the ground floor where we really need to make the changes.
Read the original:
Obama's Healthcare.gov Website Isn't Consumer-Friendly Enough, Experts Say
- Dan Ariely: It’s OK to cheat and steal (sometimes) - April 7th, 2010 [April 7th, 2010]
- Full Sail Behavioral Science Leadership Podcast - August 27th, 2011 [August 27th, 2011]
- Full Sail Behavioral Science Passion - August 27th, 2011 [August 27th, 2011]
- 13H Refutes CCHR: Industry of Death (Behavioral Science) - August 28th, 2011 [August 28th, 2011]
- College of Social and Behavioral Science - August 28th, 2011 [August 28th, 2011]
- GB: Behavioral Science Bill For Propaganda - August 29th, 2011 [August 29th, 2011]
- Criminal Minds - The Behavioral Science Part 2 - August 31st, 2011 [August 31st, 2011]
- Santhula Hospital - A clinical and research center for Nuero-behavioral Science - August 31st, 2011 [August 31st, 2011]
- Behavioral Science Self-Assesment Project - September 2nd, 2011 [September 2nd, 2011]
- Behavioral Science: OPTIMAN - September 3rd, 2011 [September 3rd, 2011]
- Forget the Cinderella effect: stepparents are just as likely to kill their biological children as their stepchildren - September 4th, 2011 [September 4th, 2011]
- The Behavioural Science Blog in 2010 - September 4th, 2011 [September 4th, 2011]
- introduction to behavioral science - September 4th, 2011 [September 4th, 2011]
- CSU's Behavioral Sciences Building - September 5th, 2011 [September 5th, 2011]
- Criminal Minds Season 2 - Backstage - Behavioral Science Real-life Criminal Minds (1 of 2) - September 6th, 2011 [September 6th, 2011]
- Behavioral Science: Goldielocks - September 6th, 2011 [September 6th, 2011]
- Dean Welcome Message - CalSouthern School of Behavioral Sciences - September 7th, 2011 [September 7th, 2011]
- Criminal Minds - The Behavioral Science Part 1 - September 9th, 2011 [September 9th, 2011]
- TEDx Bandung-Roby Muhamad-Socio Behavioural Science - September 14th, 2011 [September 14th, 2011]
- How Behavioral Science Applies to Marketing - Jason Anello - September 14th, 2011 [September 14th, 2011]
- Public Health Behavioral Science - September 15th, 2011 [September 15th, 2011]
- Full Sail Behavioral Science Video - September 15th, 2011 [September 15th, 2011]
- Introduction to Behavioural Science - September 15th, 2011 [September 15th, 2011]
- University of Arizona College of Social and Behavioral Sciences Commencement Speech - September 17th, 2011 [September 17th, 2011]
- Introduction to Behavioral Sciences OSPE - September 17th, 2011 [September 17th, 2011]
- Get to know NAU's College of Social and Behavioral Sciences - September 20th, 2011 [September 20th, 2011]
- 3 Minute Thesis 2010 runner-up - Will Harrison, Faculty of Social - September 24th, 2011 [September 24th, 2011]
- New Behavioral Sciences Building at Colorado State University - September 27th, 2011 [September 27th, 2011]
- Intro to Psych Statistics - September 28th, 2011 [September 28th, 2011]
- Why Do Voles Fall in Love? - September 29th, 2011 [September 29th, 2011]
- Behavioral Science: What problems do you have in your life? - September 30th, 2011 [September 30th, 2011]
- Behavioral Solutions for Climate - October 3rd, 2011 [October 3rd, 2011]
- College of Social and Behavioral Sciences (SBS) 2010 Senior Celebration - October 4th, 2011 [October 4th, 2011]
- Enhance Student Teaching Podcast - Full Sail University Behavioral Science Class - October 4th, 2011 [October 4th, 2011]
- Music and the Brain: Depression and Creativity Symposium - October 4th, 2011 [October 4th, 2011]
- Experiment Test - October 4th, 2011 [October 4th, 2011]
- Helen Palmer and The Enneagram - October 4th, 2011 [October 4th, 2011]
- Rapid Learning: Behavioral Science And Patient Treatment - Behavioral Physiolgy - October 4th, 2011 [October 4th, 2011]
- Meet Nicole in the Colorado State University Behavioral Sciences Building - October 4th, 2011 [October 4th, 2011]
- Life As A Full Sail Student Ep. 5 (Behavioral Science) - October 5th, 2011 [October 5th, 2011]
- Happy holidays from your friends in the College of Business and Behavioral Science - October 5th, 2011 [October 5th, 2011]
- Behavioral Science Jumping Hurdles Full Sail University - October 5th, 2011 [October 5th, 2011]
- Dr. Meera Narasimhan on Mental Illnesses - Part 1 - October 5th, 2011 [October 5th, 2011]
- Science needs you: Test your word power on iPhone / iPad with Science XL free app - October 5th, 2011 [October 5th, 2011]
- Definition of Culture - October 5th, 2011 [October 5th, 2011]
- OSP Presentation: Bou's Clues (University of Santo Tomas, Behavioral Science) - October 6th, 2011 [October 6th, 2011]
- Behavioral Sciences OSPE Part 7: Informational Care - October 6th, 2011 [October 6th, 2011]
- Criminal Minds Season 2: Behavioral Science - October 7th, 2011 [October 7th, 2011]
- Behavioral Science - York College CUNY - October 7th, 2011 [October 7th, 2011]
- Miswakology Behavioral Sciences - October 7th, 2011 [October 7th, 2011]
- Criminal Minds Season 2 - Backstage - Behavioral Science Real-life Criminal Minds (2 of 2) - October 11th, 2011 [October 11th, 2011]
- Behavioral Science (A Lesson In Self Control) - October 12th, 2011 [October 12th, 2011]
- BEHAVIORAL SCIENCE LECTURE 1 - Video - October 13th, 2011 [October 13th, 2011]
- TEDxGoodenoughCollege - Jan-Emmanuel De Neve - The Genetics of Happiness - Video - October 13th, 2011 [October 13th, 2011]
- Using Denial to Cope with Grief and Depression - Winifred Gallagher - Video - October 13th, 2011 [October 13th, 2011]
- How To Survive Full Sail University - Video - October 14th, 2011 [October 14th, 2011]
- Life Positive Expo 2008 Appreciate Inquiry with Dr. Wasundhara Joshi and R Sankarasubramanyan - Video - October 14th, 2011 [October 14th, 2011]
- Dr. Meera Narasimhan on Mental Illnesses - Part 3 - Video - October 14th, 2011 [October 14th, 2011]
- Learning and Memory - Video - October 16th, 2011 [October 16th, 2011]
- Behavioral Science Proposal - Video - October 17th, 2011 [October 17th, 2011]
- 13H Refutes CCHR: IOD (Chapter 7) Psychosurgery (1/2) - Video - October 23rd, 2011 [October 23rd, 2011]
- 13H Refutes CCHR: IOD (Chapter 8) Psychiatric Drugs (1/2) - Video - October 23rd, 2011 [October 23rd, 2011]
- OUTDATED : Psychology and Behavioral Sciences Collection - Video - October 24th, 2011 [October 24th, 2011]
- CSUDH College of Natural and Behavioral Sciences - October 24th, 2011 [October 24th, 2011]
- Behavioral Science - October 24th, 2011 [October 24th, 2011]
- Behavioral science project. ( just one part of it) - Video - October 24th, 2011 [October 24th, 2011]
- Ramp Modeling for Dickies (UST- Behavioral Science Presentation) - Video - October 24th, 2011 [October 24th, 2011]
- Search in Psychology and Behavioral Sciences - PSCY 2301 - Video - October 25th, 2011 [October 25th, 2011]
- Forgiveness: Jesus vs Behavioral Science - Video - October 25th, 2011 [October 25th, 2011]
- PsyD Graduate Discusses her Learning Experience at CalSouthern School of Behavioral Sciences - Video - October 25th, 2011 [October 25th, 2011]
- Behavioral Science Statistics: One Sample and Dependent t-te - Video - October 26th, 2011 [October 26th, 2011]
- Full Sail University Behavioral Science Self-Awareness Exercise - Video - October 26th, 2011 [October 26th, 2011]
- FBI Behavioral Science Unit Interview - Part 2 - Video - October 26th, 2011 [October 26th, 2011]
- Full Sail BS Lab 2 Proposal - Video - October 27th, 2011 [October 27th, 2011]
- Full Sail University-Behavioral Science- Jumping Hurdles Project - Video - October 27th, 2011 [October 27th, 2011]
- Being Human - Behavioral Science Project - Video - October 27th, 2011 [October 27th, 2011]
- Behavioral Sciences OSPE Part 3: Compliance - Video - October 27th, 2011 [October 27th, 2011]
- Behavioral Science Film Fest feat. BSA1D '09 - Video - October 28th, 2011 [October 28th, 2011]
- Dan Pink Plenary Speaker Landsdowne Residency, March 2010 - Video - November 7th, 2011 [November 7th, 2011]
- Psychology and Behavioral Sciences Collection - Video - November 8th, 2011 [November 8th, 2011]