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HEALTH INSURANCE Marketing efforts rise, targeting the ‘young invincibles’



Published: Thu, January 2, 2014 @ 12:00 a.m.

Associated Press

MIAMI

The so-called “young invincibles” are so important to the success of the Affordable Care Act that supporters and detractors are spending millions to reach them with racy ads, social media campaigns and celebrity endorsements. The president is even (gasp) asking their mothers to help convince them to sign up for insurance.

The federal government and states running their own exchanges have launched marketing efforts for this crucial demographic of healthy young adults, but it’s unclear if the messages are getting through.

A poll by Harvard’s Institute of Politics shows about 40 percent of people between the ages of 18 and 29 are on the fence about whether to sign up, with the rest split fairly evenly between those likely to enroll and those who probably won’t.

The survey of 2,000 young adults was conducted from Oct. 30 to Nov. 11, after the first month of enrollment on the health care exchanges and when sign-up problems were at their peak.

Consisting of healthy college students and twenty-somethings, the so-called “young invincible” demographic is the holy grail of the Affordable Care Act. Insurers need their participation to offset the costs of covering older, sicker Americans. If enough young people decide not to buy insurance through state or federal marketplaces, it could throw off the market’s equilibrium and cause insurance rates to rise dramatically the following year.

Federal officials haven’t released detailed demographic information on who’s enrolled so far, so it’s not clear how many young people have signed up.


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