The Insights Center features ideas, tools and resources on applying behavioral science to causes worth caring about. It includes the tools and thinking developed over nearly two decades of building behavior change campaigns and products. We hope they help you and your cause with the art and science of using behavior to spark real change.
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Using Emotions Like Belonging and Status to Increase Health Insurance Access
When it comes to health insurance, “get covered” messages are easy for most people to tune out. By leveraging more immediate emotional rewards, our work with The Abbi Agency led to unprecedented results for the Nevada Health Link insurance exchange, including the nation’s largest percentage increase in enrollment among state-based marketplaces.
The Challenge. Health insurance is a key tool for helping people get and stay healthy. But for broad swaths of Americans trying to make ends meet, a monthly premium can feel out of reach. Since 2021, Marketing for Change has teamed with the Reno-based Abbi Agency to boost enrollment at Nevada Health Link, the state’s health insurance marketplace.
Our Approach. Marketing for Change supports The Abbi Agency with research and creative development. Each year, we survey more than 3,000 Nevadans in English and Spanish and conduct separate studies with current enrollees, former enrollees, brokers and navigators, and specific uninsured and under-insured populations. A key insight we surfaced early on in this work: integrating immediate emotional rewards like status and belonging into typical lower-premiums and peace of mind messaging piqued interest and urgency. Abbi Agency implemented an omni-channel media buy to get the word out.
Behavioral Insights. Health insurance is complicated and expensive, making it seem like an “extra” when household budgets are stretched thin. But medical debt is a growing burden for many Americans and the main factor in 3 of 5 bankruptcies. By explaining health insurance concepts simply and increasing the saliency and relevance of messages, the campaign helped more lower-income and low-literacy Nevadans prioritize health insurance and find an affordable plan through the state’s health insurance exchange.
Results. During the 2021-22 open enrollment period, Nevada Health Link subscriptions jumped 24% compared to 17% nationwide, achieving the largest percentage increase among state-based marketplaces. In total, new enrollees soared by 19,988, including a 9.1% increase among Latino residents. Marketing for Change and Abbi Agency continue to support Nevada Health Link’s growth in enrollment as their agencies of record.
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