CMS Leads Final Outreach Push During Special Enrollment Period

CMS is leading a new campaign to boost the number of Americans who sign up for health insurance on the federal insurance marketplace during the special enrollment period.

The Biden administration and CMS are aiming to reach as many individuals as possible in the last month of the special enrollment period which ends on August 15. The “Summer Sprint to Coverage” campaign will prioritize testimonial and traditional advertisements as well as increased outreach in underserved communities.

“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,” HHS Secretary Xavier Becerra stated in the press release.

“Health care 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 health care 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.”

Since the Biden administration opened the special enrollment period in February 2021 and extended the period to August, more than two million individuals have signed up for marketplace insurance. With the extended deadline now approaching, the administration is pushing for even more sign ups.

CMS has started airing testimonials from individuals who used HealthCare.gov to find a health insurance plan during the special enrollment period. The advertisements feature individuals from a variety of backgrounds and share how they accessed health plans with lower premiums under the American Rescue Plan Act.

The testimonials will air online and during prime time television programs to reach as many audience members as possible. Bilingual versions of advertisements will run during the Olympics as well to increase outreach to non-English speakers and minority populations, the press release noted.

The campaign will also increase outreach to Black and Latino communities where uninsurance rates are high. CMS will use traditional advertisements, educational materials, and other resources that are targeted to these specific populations.

“Now is the time for Americans to act. The peace of mind that comes with having health coverage for you and your family is priceless,” CMS Administrator Chiquita Brooks-LaSure said in the press release. “With costs at an all-time low, this is an excellent opportunity for Americans to select a quality health care plan that works best for them.”

CMS will also continue to work with community partners to increase awareness of health plan options during the special enrollment period. The agency has created a communications toolkit that includes a fact sheet with frequently asked questions about the enrollment period. CMS also included important websites and dates.

The toolkit offers resources and templates for newsletters and announcements to help organizations promote the special enrollment period. There is also a list of talking points that could convince individuals to sign up, such as the new, lower costs that are available under the American Rescue Plan Act.

In the days leading up to August 15, new members can apply for a health plan on HealthCare.gov and current enrollees can remain in their plan or select a new one.

“For many current enrollees who haven’t updated their application and enrollment with the new savings by early August, the Marketplace should automatically apply newly available savings to their enrollment to ensure as many consumers as possible receive the ARP enhanced benefits during the coverage year,” the press release concluded.

Earlier this year, HHS and CMS launched an initial outreach campaign for the special enrollment period that included broadcast and digital advertisements as well as text and email communications to provide resources.