Covered California has been experimenting with offering longer and longer enrollment periods, and it will probably announce a long new open enrollment period soon, Lee said.
Covered California will support the new enrollment period with more marketing spending, and health insurers should be spending more on marketing, too, he added.
“If you as a health plan are not spending 0.6% of your premium in your local market on marketing, shame on you,” Lee said.
Kevin Patterson, the CEO of Connect for Health Colorado, Colorado’s ACA exchange, said that, during ordinary open enrollment periods, from Nov. 1 through Dec. 15, advertising on TV and radio is difficult.
“When we’re in the throes of enrollment, it’s normally holiday spending and political ads that we’re up against,” Patterson said. “We get bumped every time.”
Now, “I am considering spending more than we have on TV,” Patterson said.
In most markets, Lee said, TV and radio advertising will be much cheaper in the spring and summer than in the fall and winter.
Lee said exchanges and insurers have to focus on how much lower the premium tax credit subsidy expansion will make out-of-pocket coverage costs for most enrollees.
“We need to be out there, and you health plans need to be out there, saying, ‘These subsidies under the American Rescue Plan are big and, if you shopped before, shop again,’” Lee said.
The Long Run
In the long run, Lee told health insurance company executives, health insurers that want the private individual and family health insurance market to continue to exist have to get involved with making the delivery of health care better and cheaper.
“Sadly, health plans have not been drivers of better lower cost health plans,” Lee said. “They have too often said, ‘We aren’t going to muck around with care delivery. That’s hard. That’s someone else’s job.’ Well, if you don’t, be ready for single-payer taking over the world, folks. So, look at what you can do as a health plan to get payment changes, to have care be delivered better at the right time. If you don’t, you are all toast. We’ll be fine. We’ll be marketing something new. But it won’t be you.”
Clockwise from top left: Kelley Schultz, Kevin Patterson, Peter Lee, Heather Korbulic. (Image: America’s Health Insurance Plans)
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