“Young Invincibles” Target Of Health Care Marketing Push

(January 1, 2014) Health care law supporters and opponents are spending millions in an effort targeting the so-called “young invincibles” whose participation in the insurance exchanges is critical to the success of the Affordable health Care Act.

The president is even asking their mothers to help in recruitment efforts.

The federal government and states running their own exchanges have launched marketing efforts aimed at the crucial demographic of healthy young adults, but it's unclear if the messages are getting through.

Harvard's Institute of Politics recently polled about 2,000 young adults.

The survey found that about 40 percent of people between the ages of 18 and 29 are on the fence about whether to sign up, with the rest split fairly evenly between those likely to enroll and those who probably won't.

Insurers are betting on their business to offset the costs of covering older, sicker Americans.

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