Young adults and US healthcare reform:
views and marketing strategy
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.
Keywords
Health care debate, marketing communication, young adults, health care reform, health care system