On March 23, 2010, then-U.S. President Barack Obama signed the Patient Protection and Affordable Care Act (ACA) into law. At the time, nearly 50 million people had no health insurance.
As of 2023, roughly 40 million individuals now benefit from ACA-related enrollment in health care programs such as Medicaid or purchased from the Marketplace.
Surveys show that while the share of uninsured has decreased, instead there is an increase in those who are insured but effectively underinsured because their out-of-pocket health costs are still too high and unaffordable compared to their income.
Reducing high cost-sharing and deductibles remains a focus and opportunity.
How do you reach the under 65 Healthcare audience that will buy from you?
Triggers:
Consumers turning 26: as they no longer enjoy coverage under their parent’s plan.
Movers into your geography: like those turning 26 these consumers qualify for special enrollment as they have moved to a new plan-required area.
For young adults, you can target “living at home with parents or living on their own”. While the movers can be targeted by moving into a new county or state.
Use their propensity to accept or decline coverage.
Propensity Scores and Filters
DDG creates propensity scores based on survey responses to specific action questions. There are a wide range of questions to enable you to use the most discriminating model for your plans.
Select these filters*
Uninsured for Health
Self-pay health premiums
Healthcare insurance switchers
Omit or suppress these filters*
Employer-provided healthcare
Work for a small firm providing healthcare
Health insurance from labor union
Medicaid qualified household
Maybe ACA exchange buyer
The careful use of selection and omission produces the best results. Of course, you may succeed just using the Switchers if you have any plan advantage to tout.
Data Preparation for Under 65 Healthcare Marketing
Apply industry-standard data hygiene to prep* your first-party and third-party data to ensure the correct data association to avoid duplicates, apply current member suppression, and increase deliverability. Healthcare firms that ignore this critical methodology will suffer lower response rates and more consumer dissatisfaction.
*At DDG, we offer Decisionpoints for your healthcare third-party data resource and we utilize fetchcx® for data prep to achieve the optimal outcome.
Contact us today for the details on improving under 65 healthcare marketing strategies and their historical outcomes.