Patient Protection and Affordable Care Act (PPACA) market changes drove a dramatic increase in health insurer advertising spending in 2013.
The top 15 health insurers tracked by SNL Financial spend $1.2 billion on advertising in 2013 – 15 percent more than they spent in 2012. Ad spending at all health insurers in the database increased 2013 ad spending by 13 percent, to a total of $1.7 billion.
The SNL analysis included health insurers that file health statutory annual statements. The database excludes carriers that file as “accident and health or other operations” inside life company or property-casualty annual statements.
WellPoint Inc. (NYSE:WLP) made a point of jumping into the new PPACA public health insurance exchange system.