Young adult sign-ups surged during the last few weeks of open enrollment but the coveted population presented the biggest marketing and outreach challenge for health insurance exchanges.
“They don’t consume traditional media in the same way,” Jason Madrak, director of marketing for AccessHealth CT, said today at the second national health insurance exchange summit in the District of Columbia. Adding to the challenge, the topic of health insurance is a conversation nonstarter for young adults, he added.
With no one-size-fits-all approach to engaging young aduls, Madrak, joined by expert panelists Linda Wharton Boyd, director of external affairs and stakeholder engagement for DC Health Benefit Exchange Authority, and Enroll America President Anne Filipic, shared their strategies to engage the hard-to-reach consumer population.
Read more: FierceHealthPayer