framework that addresses the desirable features and
produces Pareto optimal recommendations best
suited to decision makers’ needs.
The paper is organized as follows: Section 2 is an
overview of health insurance in the United States and
the issues that surround health insurance decision-
making. Section 3 proposes a set of desirable features
in a Decision Support System and evaluates six
widely used public systems. Section 4 shows the
recommender framework through an example.
Section 5 discusses the personalization of plan cost
estimation. Section 6 describes the architecture of the
recommender framework. Section 7 describes
potential future research and concludes the paper. We
use the terms “Framework” or “recommender
framework” to describe our decision methodology
and the term “recommender” to refer to the system at
the core of the Framework.
2 OVERVIEW OF THE DECISION
TO SELECT A HEALTH
INSURANCE PLAN
In the United States, health care is delivered almost
exclusively by private medical providers such as
hospitals, doctors and pharmacies. Access to health
care is facilitated by private insurance companies
through health insurance plans. The menu of plans to
choose from depends on a person’s eligibility,
employment status and what the employer offers. The
set to choose from range from a handful of plans to
hundreds of plans. As the number of choices increase,
so does the difficulty of making a decision, which can
cause cognitive overload.
A health insurance plan is a complex product. In
general, a plan has a menu of benefits, limitations,
charges a premium and imposes cost-sharing like
deductibles, copays and coinsurance. A copay is a
fixed dollar amount paid for a particular service while
coinsurance is a percentage of the service cost that the
insurer is responsible for. Deductible is an amount the
beneficiary pays before coinsurance kicks in (copays
are not subject to deductible). Insurance plans limit
the risk of a catastrophic financial loss by instituting
a ceiling that the insured is responsible for. This is
called maximum out-of-pocket and does not include
premiums.
Choosing a health insurance plan is a daunting
task even when the plans are standardized in terms of
coverage, as is the case of the plans in the U.S.
exchanges of the Patient Protection and Affordable
Care Act (ACA). The reason is two-fold: there are
dozens of plan characteristics to take into
consideration, plus it requires the estimation of future
utilization of health services as well as the total
annual cost for each plan. This difficulty is well
established in the literature and was acknowledged by
(Frakt, 2014).
A large body of evidence shows that individuals
select non-optimal health plans even when the set of
choices is small. (Quincy, 2012) conducted consumer
testing studies and claimed that participants struggled
to assess the overall coverage of a plan and had
difficulty understanding cost-sharing concepts and
what they meant in their particular case. (Abaluck et
al, 2011) evaluated the choices of elders across their
insurance options under the Medicare Part D
Prescription Drug plan. They found that study
participants placed much more weight on plan
premiums than on expected out-of-pocket costs. Their
partial equilibrium welfare analysis implied that
welfare would have been 27 percent higher if patients
had all chosen rationally, demonstrating not only that
participants chose a plan poorly but also overweighed
the premium factor. (Heiss, 2013) confirmed these
findings; their study suggests that fewer than 25% of
individuals enrol in plans that are ex-ante as good as
the least costly plan specified by the (Medicare Plan
Finder, 2016) tool made available to seniors by the
Medicare Administration, and that consumers on
average had expected excess spending of about $300
per year.
One might argue that the root cause of the above
findings was cognitive decrease due to aging, but
other studies found similar effects in younger
populations. (Johnson, 2013) examined how well
people make plan choices versus how well they think
they do. They conducted six experiments asking
subjects to choose the most cost-effective plan using
websites modelled on health exchanges. Participants
had to estimate the number of doctor visits and the
out-of-pocket costs, and choose between a set of four
or eight plans. The results matched earlier studies
showing that unassisted, and without any tool,
consumers made non-optimal health plan decisions.
They selected the best option only 42% of time with
four plans and 21% with eight. Also these non-
optimal choices cost the 4-plan group $200 more per
year.
The issues we identified with unassisted health
plan decision making are: heavy cognitive load,
cognitive bias, inability to estimate health outcomes
and simplified heuristics.
Heavy Cognitive Load
A substantial body of work in cognitive science,
social psychology, behavioral economics and
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