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CMS Aims to Enroll Young Adults in Marketplace

The Centers for Medicare & Medicaid Services (CMS) announced a new campaign to encourage more young adults sign up for health coverage during the upcoming open enrollment period, Nov. 1 through Jan. 31.

In June, CMS announced strategies aimed at enrolling young, healthy adults in marketplace coverage, including by partnering with Lyft a private ride sharing company to offer discount codes to individuals using the transportation service to attend open-enrollment events.

In the September announcement, CMS outlined more ways it will promote enrollment among younger generations, including:

  • using social video platform Twitch to promote enrollment through commercials and a homepage takeover;
  • improving the mobile interface of to enable comparison shopping on a phone or tablet; and
  • using the hashtag #HealthyAdulting to communicate with young adults on Facebook, Twitter, and Tumblr.

CMS also is partnering with the Department of Defense to include information on the insurance marketplace in transition programs, which nearly 200,000 service members take part in each year. In addition, the Children’s Health Insurance Program is coordinating with to offer enrollment information to young adults who do not qualify for such coverage, such as those who age out of the program or who apply and do not meet qualifications. Meanwhile, the IRS will reach out to uninsured individuals who claimed an exemption or had to pay a penalty for not having health insurance last year.

Contact Director of Policy Erin O’Malley at or 202.585.0127 with questions.


About the Author

Michelle Rosenfeld is manager of communications at America's Essential Hospitals.

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