Insurers and States Gear up to Sell Health Insurance to Target Audiences

Key components of the Affordable Care Act, also labeled Obamacare, are set to activate later this year. The biggest change will be doctorthe effort to enroll the 48 million U.S. consumers who lack health insurance in a program. State and federal agencies, along with private insurance companies, will be advertising this summer to educate and convince consumers of the importance of participating in the new national plan.

Analysts say there are 3 key groups that must be influenced to sign up for health insurance. These consumer groups and their demographics details break out as follows:

  • Healthy and Young (48%) – 62% of this group is Caucasian.
  • Sick, Active, Worried (29%) – 67% of this group suffers from a chronic condition.
  • Passive, Unengaged (15%) – 29% of this group is African American.

At the federal level, the Department of Human Services has awarded a $3.1 million contract to Weber Shandwick to roll out an educational campaign this summer. Then, from October 1, 2013 through March 31, 2014, state-​based insurance programs, as well as private insurers, will be holding an open enrollment period, so consumers can sign up for exchanges.

Many of these uninsured consumers may qualify for some type of subsidy when they enroll in a health plan. For some, insurance will coming in the form of state-​based Medicaid expansion. For others, coverage will come from big-​name insurers who plan to participate in the new state exchanges. We can expect more advertising to come from these insurers as the open enrollment period begins.

To learn more about Likely Medical Insurance Buyers, check out the Audience Interests & Intent Report available on the Research Store at ad​-ology​.com.

[Sources: Radelat, Ana. Slice and Dice Audience. Adage​.com. 5 Apr. 2013. Web. 10 Apr. 2013; Alsonso-​Zaldiver, Ricardo. Mass Marketing. AP​.com. 1 Apr. 2013. Web. 10 Apr. 2013; Coombs, Bertha. Ready or Not. Cnbc​.com. 1 Apr. 2013. Web. 10 Apr. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.