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HIX Ads Take Aim at Millenials

Jacqueline Fellows, for HealthLeaders Media, August 21, 2013

But, another key piece of HIX enrollment is just that—enrolling people to participate. Developing and producing a catchy ad campaign will not suffice. This may be one case where audience reach will be a metric in the rear view because it's the number of people enrolled that matters most.

To that end, the Obama administration is using navigators to help inform and actually enroll consumers, which may work against enrolling the targeted demographic of 18–34. A survey from HealthPocket, a nonprofit insurance compare website, reveals that only 3 percent of that target audience plans on using navigators or nonprofit community groups as a source of help and/or advice for enrolling in a HIX.

Gabrielle DeTora, a hospital marketing consultant, says there are examples of successful healthcare campaigns aimed at a younger generation. She points to orthopedic service line campaigns that target high school athletes and their parents, as well as primary care campaigns directed toward educating younger people about diabetes prevention.

But, she also says that unless younger individuals are having children, they just are not buying health insurance.

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