Creating more effective health plan quality reports for consumers: Lessonsfrom a synthesis of qualitative testing

Objective. Social marketing techniques such as consumer testing have only r ecently been applied to develop effective consumer health insurance informa tion. This article discusses lessons learned from consumer testing to creat e consumer plan choice materials. Data Sources/Study Setting. Data were collected from 268 publicly and priva tely insured consumers in three studies between 1994 and 1999. Study Design. Iterative testing and revisions were conducted to design seve n booklets to help Medicaid, Medicare, and employed consumers choose a heal th plan. Data Collection Methods. Standardized protocols were used in 11 focus group s and 182 interviews to examine the content, comprehension, navigation, and utility of the booklets. Principal Findings. A method is suggested to help consumers narrow their pl an choices by breaking down the process into smaller decisions using a set of guided worksheets. Conclusion. Implementing these lessons is challenging and not often done we ll. This article gives examples of evidence-based approaches to address cog nitive barriers that designers of consumer health insurance information can adapt to their needs.