Understanding health insurance: Developing messages that drive enrollment

An August 2013 survey commissioned by the American Institute of CPAs finds that nearly half of all Americans do not understand basic health insurance terms, benefit explanations and coverage options, or why health insurance is important.  Not being able to understand how to use health insurance can lead to significant negative health consequences. This lack of knowledge is also an economic issue, costing health care consumers as much as 30% more to receive healthcare services, and burdening emergency departments with non-emergent issues.

Because Americans are now required, under the law, to have health insurance or face a penalty, this knowledge deficit stands to have a negative effect on enrollment. Nearly 48 percent of Americans are not knowledgeable about the ACA. Young adults and people of color, whose enrollment is critical to the success of the ACA, have even less understanding of health insurance and its benefits. Therefore, it is important to produce tools and messaging that help better reach women of color and young adults, across economic strata, and that expands health literacy in underserved communities. This presentation will discuss a health literacy campaign that provides women with these tools.