Title

Young adults and US healthcare reform: views and marketing strategy

Publication Title

Journal of Medical Marketing

Publication Date

2011

Document Type

Article

DOI

10.1177/1745790411428231

Keywords

Health care debate, marketing communication, young adults, health care reform, health care system

Disciplines

Business Administration, Management, and Operations | Marketing | Other Business

Abstract

The Patient Protection and Affordable Care Act (PPACA) was created to provide affordable health care to all Americans. Though this legislation became law in 2010, there remains much interest, uncertainty and controversy among Americans in regards to the bill’s provisions. Younger Americans are likely to face higher insurance premiums once the PPACA is fully implemented in 2014, but they may also benefit from a provision which allows young people to remain on their parents insurance to age 26. Yet, no research to date has explored the perceptions of college students regarding their views of the PPACA. This exploratory study will examine college students’ awareness of the PPACA and perceptions regarding the main provisions of the PPACA, and investigate how college students search for healthcare information.

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