Biden administration launches campaign to enroll people in health coverage during final 30 days of SEP

Photo: HealthCare.Gov/Courtesy healthcare.gov

On the heels of coverage sign-ups surpassing 2 million people, the Biden administration is launching a campaign called "Summer Sprint to Coverage" in an effort to get more Americans signed up for health coverage during the final 30 days of the Special Enrollment Period, which ends on Aug. 15.

The Centers for Medicare and Medicaid Services will spearhead the campaign, mobilizing an all-hands effort including integrated paid media placements and increased community outreach.

WHAT'S THE IMPACT

As a part of the campaign, CMS is launching a series of testimonial advertisements that feature stories of individuals who have signed up for coverage. These will run during prime-time television programming and digital platforms, with increased outreach directed to underserved and minority populations. CMS will also run the bilingual campaign to promote the SEP during the Olympics and other high-profile sporting events.

During the campaign, CMS will release traditional advertisements, digital media resources and educational materials directed toward populations with high uninsured rates, such as African Americans and young Latinos. 

In addition to advertising the SEP in multiple mediums, CMS is increasing community and partner outreach with Navigators, licensed agents and others. Additionally, CMS has created a 30-day toolkit for partners to amplify the message of coverage options available during the SEP, and the importance of signing up before the Aug. 15 deadline.

Since Feb. 15, more than 2 million consumers have signed up for coverage on HealthCare.gov, which includes an additional 600,000 enrolling in coverage through the 15 state-based Marketplaces during the SEP.

During the next 29 days, the SEP will offer new and existing consumers an opportunity to update or create a new application and newly enroll or change their current plan selection. 

THE LARGER TREND

According to new enrollment reports from CMS, of the new and returning consumers who have selected a plan since April 1, 1.2 million consumers (34%) have selected a plan that costs $10 or less per month after the American Rescue Plan's premium reductions.

The ARP's expanded premium tax credits have reduced premiums and increased savings, CMS said. For new consumers selecting plans during the SEP, the average monthly premium after the tax credits fell by 25% and the median deductible fell by nearly 90%.

As for Medicaid and CHIP, an additional 500,000 children and adults enrolled in Medicaid and CHIP from January to February 2021. Nearly 10.4 million people, a 14.7% increase, enrolled in coverage between February 2020, the month before the COVID-19 public health emergency was declared, and February 2021.

For hospitals, this will likely translate into less uncompensated care, a financial boon for those still struggling to find their feet during this new phase of the pandemic.

The SEP, which was originally set to end on May 15, followed President Biden's executive order from January that was intended to strengthen the Affordable Care Act and Medicaid. The goal was to make health insurance available for those who lost their coverage, along with their jobs, during the coronavirus pandemic. The SEP has been extended periodically.

Based on data from the normal open enrollment period, enrollment remained stable this year compared with 2020. The results show plan selections this year increased by 7% from 2020, despite a decline in new consumers. Also, for the fourth straight year, the consumer satisfaction rate at the call center remained high – averaging more than 90% – throughout the entire stretch.

ON THE RECORD

"Across the country, there's a clear demand and need for coverage – and thanks to President Biden and the American Rescue Plan, it's more affordable than ever on HealthCare.gov," said U.S. Department of Health and Human Services Secretary Xavier Becerra. "Healthcare is a right, not a privilege, and this renewed effort to reach as many Americans as possible in the next 30 days is critical to delivering healthcare and saving lives. Please tell your friends and family: If you lack health insurance, now is the time to go to HealthCare.gov, find a plan that works, and save money."

"Now is the time for Americans to act," said CMS Administrator Chiquita Brooks-LaSure. "The peace of mind that comes with having health coverage for you and your family is priceless. With costs at an all-time low, this is an excellent opportunity for Americans to select a quality healthcare plan that works best for them. This is an excellent opportunity to visit HealthCare.gov, update your information, or apply and enroll in a plan."

Twitter: @JELagasse
Email the writer: jeff.lagasse@himssmedia.com