March 24, 2014 by Rachel Landen.- ModernHealthcare.com
In the last month, ACA Exchanges and enrollment organizations made three key adjustments to their marketing strategies that positively impacted their recruitment. Carlos Santiago, SSG CEO, noted the importance of face-to-face over only “forcing people onto a website” and using a single mainstream message that does not address nuanced barriers to trial and adoption. Medical, insurance, and marketing experts share several major lessons learned from the ACA enrollment front lines, which will impact future ACA recruitment.
Enrollment groups learning from mistakes in marketing to Latinos: Recruiting for Hispanics and Millennials requires a targeted strategy.