Beginning March 29: To help insurance agents and financial advisors like you guide clients in making critical wealth, health and life decisions we will be moving our coverage from to

Our comprehensive coverage will help you expand your knowledge base and adapt a new client-centric approach that incorporates both insurance and investment solutions.

ThinkAdvisor’s new Life/Health channel is your roadmap to thriving in a disrupted environment.


Filed Under:Health Insurance, Individual Health

PPACA boosts ad expense growth [Infographic]

The rollout of the public health care exchanges under PPACA provided a competitve landscape for insurers.
The rollout of the public health care exchanges under PPACA provided a competitve landscape for insurers.

The Patient Protection and Affordable Care Act (PPACA) has begun to reshape the health care industry. The sharp increase in advertising expense for health insurers in 2013 is one of the indicators of this change, according to a report published by SNL.

The end of 2013 brought the rollout of the public health care exchanges under PPACA. This provided a "competitive landscape for insurers because the public exchanges serve as a platform for smaller regional players to enter the market," says the report.

The top ten big spenders:

  • 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 care ad boost

Featured Video

Most Recent Videos

Behind the scenes with Vicki Gunvalson [VIDEO]


In this exclusive interview, Vicki Gunvalson shares how she built a $15 million a year annuity business by planning for...

Regulator: Market may need to reinvent LTCI


Cioppa says Maine's governor wants to spur the creation of better products.

Dementia: It's more than Alzheimer's


An association calls for policymakers to remember lesser-known neurodegenerative conditions.

Protesters Disrupt WellPoint Annual Meeting


Hecklers call for more disclosures of information about political contributions.

Related resources

More Resources


Power your business with up-to-the-minute insurance news, analysis, and best practices from LifeHealthPro Daily eNewsletter – FREE.

Power your business with LifeHealthPro Daily eNewsletter – FREE.

Enter a valid email address.
Nichole Morford

Nichole Morford
Managing Editor

Thank you for subscribing to LifeHealthPro Daily!

Check Out More eNewsletters Now! Close

Advertisement. Closing in 15 seconds.