Messaging and the Mandate: The Impact of Consumer Experience on Health Insurance Enrollment Through Exchanges
利用私营健康保险交易所的大规模实验数据，研究了定向消息传递对保险申请转化的影响，发现特定处理组转化率显著提升，学习和定向消息传递可使保险申请增加约基线转化率的13%。
The ability of web-based retailers to learn about and provide targeted consumer experiences is touted as an important distinction from traditional retailers. In principal, web-based insurance exchanges could benefit from these advantages. Using data from a large-scale experiment by a private sector health insurance exchange we estimate the returns to experimentation and targeted messaging. We find significant improvements in conversions in one treatment tested. Underlying the average impact were both intertemporal and demographic heterogeneity. We estimate that learning and targeted messaging could increase insurance applications by approximately 13 percent of the baseline conversion rate.