Replication data for: Messaging and the Mandate: The Impact of Consumer Experience on Health Insurance Enrollment through Exchanges

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 inter temporal and demographic heterogeneity. We estimate that learning and targeted messaging could increase insurance applications by approximately 13 percent of the baseline conversion rate.

线上零售商洞悉消费者需求并提供个性化消费体验的能力，被视为其与传统零售商的重要差异所在。原则上，线上保险交易所同样可从这类优势中获益。本研究借助某私营健康保险交易所开展的大规模实验数据，估算了实验投入与定向信息推送所能带来的收益。我们在某一测试处理组中观测到转化率存在显著提升。平均影响背后同时存在跨时间维度与人口统计学层面的异质性。经测算，消费者洞察与定向信息推送可使保险申请量较基准转化率提升约13%。