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HIX Ads Take Aim at Millenials

Jacqueline Fellows, for HealthLeaders Media, August 21, 2013

"Reaching them probably won't be a problem, but selling them will be because there are so many other things that are competing for their dollar, like pizza and beer."

Other problems are also on the horizon that could pose a setback to HIX enrollment. Opponents of the Patient Protection and Affordable Care Act continue to fight the law. At the Minnesota State Fairgrounds, there is a billboard featuring a woman with her arms crossed with the question, "Why Can't I Choose My Own Doctor?" and a website refusemnsure.com.

As more components of PPACA get rolled out, it seems, so do opponents' advertising dollars. A USA Today report examined ad spending by detractors from 2010 to 2013, which showed they've spent $385 million tearing down the sweeping health reform.

With private health insurers who are participating in the exchanges, and federal money flooding the coffers of ad agencies to produce multi-media campaigns, HIX enrollment may be able to reach the Administration's overall goals, but the magic number of 2.7 million young people enrolling may prove too elusive.


Jacqueline Fellows is an editor for HealthLeaders Media.
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