PPACA boosts ad expense growth [Infographic]

Humana Inc. spent $303.4 million on advertising in 2013, up 22.61 percent from $247.5 million in 2012. Their marketing strategy for last year incorporated print, television and other forms of advertising.
WellPoint Inc. was second largest insurer in advertising expenses: $274.7 million, up 30.16 percent from $211.1 million in 2012.
Even though UnitedHealth Group Inc. did not aggressively push into the public exchanges last year, they still spent $141.3 million on advertising in 2013, but it was less than the $180.0 million seen in 2012.
Cigna Corp. also reported a decrease in advertising expense for 2013, dropping to $60.1 million from $69.4 million in 2012.
Meanwhile, Aetna Inc. saw an increase in their expense: $57.9 million in 2013, up 10.21 percent from 2012, where they spent $52.5 million.
Highmark Insurance Group also reported an increase in spending of 20.10 percent or $51.6 million for 2013, from $43 million the previous year.
Health Care Service Corp. almost doubled their spending from $36.1 million in 2012 to $50.7 million in 2013 or 40.45 percent more.
GuideWell Mutual Holding Corp. spent $45 million last year, up from the $39.7 million in 2012.
Independence Blue Cross increased their spending 26.07 percent for 2013.
The Kaiser Foundation Health Plan Inc. slightly increased their expense by 7.51 percent in 2013 with $35.4 million.

The report concludes that advertising expenses will continue climbing in 2014 as health insurers push into new markets.

Health Insurance