Health Insurance Push Targets Young Adults

Employee benefits consultant broker New Jersey

The Obama administration will use targeted, digital messages and online networks such as Twitter in a sweeping campaign to get young adults to sign up for health insurance during the Affordable Care Act’s fall open enrollment, appealing to a group seen as critical to the law’s success.

The administration, which announced the new push on Tuesday, is betting the aggressive campaign will resonate with uninsured consumers age 35 and under. But some Republicans are already opposing some of the outreach efforts and health analysts warn lackluster sign-ups would drive more insurers to abandon the exchanges.

It is a high-stakes effort. Young adults help offset the costs of older and generally sicker people on the exchange.

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