How Do You Get A Young Adult To Buy Health Insurance?

Feb 19, 2014

Healthplanfinder's new series of ads features fictitious rap duo IV and D-Fibb.
Healthplanfinder's new series of ads features fictitious rap duo IV and D-Fibb.
Credit Courtesy of Washington Healthplanfinder

Washington Healthplanfinder has rolled out a new series of snappy ads aimed at getting young adults to sign up for health care. To date, the enrollment participation for this group is still just above 20 percent.

The ads feature a fictional rap duo IV and D-Fibb. They may be fictitious and lighthearted, but the customers are real, said Michael Marchand, spokesperson for Washington Healthplanfinder.

One ad features Bellevue resident named Rian, who had an appendectomy. “Basically that was all the incentive she needed to realize that health coverage was going to be something super important now that she wasn’t going to be able to fall on her parents’ coverage,” said Marchand.

Marchand said attracting this age group to buy health insurance is a hard sell. The ads are meant to combat the idea that health coverage isn’t important until something happens.

But based on public feedback, the message in the ads has been tweaked to also address another big concern: cost. “What people are finding is that the financial help that’s available is super, super important in helping them make the decision to get the coverage that best fits their needs,” Marchand said.

The ads start airing this week and will run until March 31, the last day of open enrollment.