In just a few short days — six, to be precise — the Affordable Care Act’s Individual Mandate will kick in to high gear as the doors swing wide into the public exchanges for open enrollment. And if Americans were only dimly aware that healthcare reform was indeed happening, a lot more are paying attention now, thanks to splashy efforts to hold the stop-gap spending bill hostage to language de-funding the ACA. Further fueling awareness is all the ongoing news about employers that will now no longer cover spouses eligible for insurance through their own employers, and large group employers like Walgreens that will push employees to a private exchange, essentially getting out of the business of health insurance.
So, if there’s one word that describes the emotion among health plans and group and voluntary benefits insurers, it’s “uncertainty.” That uncertainly extends to what the customer experience will be like on the public and private exchanges. And as I called out in a recent blog, if the website experience we recently scored is any indication, there will be some pretty unhappy shoppers, because the exchanges and health plan websites haven’t made the shopping and buying journey easy.
But while a consumer in 2013 might suck it up because they just gotta have health insurance this year, they won’t put up with it at renewal time. We expect a lot of churn, especially among the customers the plans most want to retain. Of course, we’re talking about the:
Good — healthy and wellness-minded, and very likely younger.