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Insurers Market Exchanges for Young Invincibles

Jacqueline Fellows, for HealthLeaders Media, September 25, 2013

With HIX set to debut in less than a week, some insurers are marketing the benefits of enrollment to younger, healthier people. One PA insurer is using social media and a roving truck to pitch its "Live Fearless" campaign.


Slideshow


>>>View "Live Fearless" Slideshow

With the debut of health insurance exchanges less than a week away, some health insurance plans are ramping up their marketing efforts to convince the younger, healthier population to enroll.

That demographic is significant to HIX success. According the Congressional Budget Office, 2.7 million people aged 18–34 need to enroll to make the exchanges affordable. Nearly every player involved in exchanges has been laser-focused on attracting a younger consumer since marketing began earlier this year.

Oregon, Minnesota, and other states have already rolled out television ads that are clearly aimed at the young, hip, and healthy with fun music and eye-catching mascots, like Paul Bunyan and Babe the Blue Ox . California's commercials for its Covered California HIX feature young families, as does Nevada's advertising campaign for its Silver State HIX.

The federal government is buoying efforts to reach this population with its Healthy Young America video contest, in which budding filmmakers could enter a video that shows the benefits of having health insurance when they're "young and invincible." The winning entries are picked by popular vote; not incidentally, voting begins on Oct. 1, the same day exchanges begin enrolling.

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