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CMS Targets Young Adults for Open Enrollment

Ahead of the next open enrollment period for the federal health insurance marketplace, the Centers for Medicare & Medicaid Services (CMS) announced a new set of outreach strategies aimed at young, healthy adults.

CMS said this group is still more likely than average to remain uninsured. By forming strategic partnerships and using social media, CMS aims to “reach young adults where they are” to improve engagement, the agency said.

The agency has partnered with Lyft to offer discount codes to individuals using the ride-sharing service to attend open-enrollment events. In addition, a digital outreach campaign using the hashtag #healthyadulting will focus on empowering young people to take control of their health by purchasing insurance and using it for preventive care. Other measures will focus on increasing enrollment in specific communities, including on college campuses and among lesbian, gay, bisexual, transgender and queer or questioning young adults.

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


About the Author

Rachel Schwartz is a former policy associate at America's Essential Hospitals.

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