Accenture research shows that 49 percent of the estimated seven million uninsured US consumers who could receive subsidies are unaware that they qualify. Younger and generally healthier than the overall public HIX population, this group of consumers represents a highly desirable cohort for both healthcare payers and public health insurance exchanges. Furthermore, since many are likely to obtain employer-sponsored coverage in the future, bringing them into the healthcare system now could help build health habits and insurer and doctor relationships that drive lifetime customer value. The key to successfully engaging these “I Don’t Knows” (IDKs) is a multi-channel, education-first approach tailored to their specific requirements around simplicity, affordability and claims coverage.
For healthcare payers and public health insurance exchanges struggling to balance risk pools, the IDKs represent a significant lost opportunity.
A more targeted, transparent and personalized approach would help engage them.
Payers and public exchanges need a deeper understanding of who they are and what matters to them.
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