Covered Calif. Boosts Outreach Ahead of Open Enrollment Deadline
Covered California is planning to ramp up advertising and marketing efforts to encourage uninsured residents to enroll in health coverage before open enrollment ends on March 31, the Los Angeles Times reports (Karlamangla, Los Angeles Times, 3/5).
Background on Enrollment
As of mid-February, about 829,000 California residents had enrolled in health coverage through Covered California, the state's health insurance exchange.
The state had projected signing up about 500,000 to 700,000 individuals in private coverage by the end of open enrollment (California Healthline, 2/20).
Details of Covered Calif. Outreach
According to the Times, a new advertising campaign by the exchange will aim to make a personal connection between California residents and the value of having health coverage. For example, the ads will feature people saying, "I'm in," while participating in various activities, such as playing soccer or walking down the street.
According to the Times, the ads also will stress that enrollment counselors and insurance brokers offer help at no cost and are confidential.
In addition, Covered California has taken its advertising to college campuses and developed a line of "millennial cards" that feature sayings such as, "A round of shots for less than a round of shots" and "Prescriptions for less than pedicures."
In total, the exchange plans to spend $80 million on outreach through the end of 2014.
Insurers Ramp Up Marketing
Meanwhile, several health insurance companies also are increasing their outreach efforts in preparation of the upcoming deadline.
Health Net has created ads for billboards and buses featuring photos of individuals with health problems.
Kaiser Permanente will use professional basketball players in advertisements targeting young adults (Los Angeles Times, 3/5).This is part of the California Healthline Daily Edition, a summary of health policy coverage from major news organizations. Sign up for an email subscription.