ADEA Washington Update

CMS Targets Millennials for Open Enrollment Period

(ACA, HHS, Medicare and Medicaid Services, CHIP) Permanent link   All Posts

healthcaredotgovAlthough young adults have seen the sharpest drop in uninsured rates since the implementation of the Affordable Care Act (ACA), millions of millennials still have not obtained insurance.

The Centers for Medicare & Medicaid Services (CMS) has launched a campaign aimed at these young adults. Using digital platforms, the agency hopes to raise awareness among millennials about health care plans and options that help cover the cost of obtaining health insurance.

The campaign launch was timed to coincide with the Nov. 1 start of the fourth open enrollment period for the health insurance exchanges established by the ACA. CMS plans to connect with millennials through social media outreach, improvements in the website and app and digital marketing on sites such as, a video game-focused streaming platform that attracts millions of viewers from the under-insured, 18–34-year-old demographic.

In addition, as part of the agency’s Mobile 2.0 initiative, the app will be updated and streamlined to make comparison shopping among health plans on mobile devices easier and less time-consuming.

During the 2017 enrollment periods, CMS will also conduct a social media campaign that reaches young people through Facebook, Twitter and Tumblr, using the hashtag #HealthyAdulting. Various health and advocacy associations—including Planned Parenthood, National Action Network, March of Dimes, American Hospital Association and Autism Speaks—will feature social media posts and discussions as part of the campaign.

Other federal departments are also contributing to the effort. The Department of Defense will integrate information about the Health Insurance Marketplace in its programs for service members transitioning back to civilian life. will work with the Children’s Health Insurance Program (CHIP) to better inform CHIP applicants who don’t qualify and teenagers aging out of the program about enrolling in health exchange plans. Additionally, the IRS will reach out to uninsured people who paid the individual responsibility penalty or claimed an exemption from it. Young people are over-represented in these groups.

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