Creating more effective health plan quality reports for consumers: lessons from a synthesis of qualitative testing.
OBJECTIVE
Social marketing techniques such as consumer testing have only recently been applied to develop effective consumer health insurance information. This article discusses lessons learned from consumer testing to create consumer plan choice materials.


METHODS
Data were collected from 268 publicly and privately insured consumers in three studies between 1994 and 1999.


METHODS
Iterative testing and revisions were conducted to design seven booklets to help Medicaid, Medicare, and employed consumers choose a health plan.


METHODS
Standardized protocols were used in 11 focus groups and 182 interviews to examine the content, comprehension, navigation, and utility of the booklets.


RESULTS
A method is suggested to help consumers narrow their plan choices by breaking down the process into smaller decisions using a set of guided worksheets.


CONCLUSIONS
Implementing these lessons is challenging and not often done well. This article gives examples of evidence-based approaches to address cognitive barriers that designers of consumer health insurance information can adapt to their needs.
Harris-Kojetin
L D
LD
Research Triangle Institute, Washington, DC 20036, USA.
McCormack
L A
LA
Jaël
E F
EF
Sangl
J A
JA
Garfinkel
S A
SA
D003254:Consumer Advocacy; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003657:Decision Making; D017144:Focus Groups; D006801:Humans; D007255:Information Services; D007348:Insurance, Health / Q000592:standards*; D007407:Interviews as Topic / Q000379:methods; D008329:Managed Care Programs / Q000592:standards; D008484:Medicaid / Q000706:statistics & numerical data; D006278:Medicare / Q000706:statistics & numerical data; D010174:Pamphlets; D017149:Private Sector / Q000706:statistics & numerical data; D011787:Quality of Health Care / Q000706:statistics & numerical data*; D014481:United States