The Obamacare marketing effort will include more than 10 million pieces of direct mail, a huge increase from 800,000 Americans targeted by mail last year, according to the Centers for Medicare & Medicaid Services (CMS), the agency rolling out the law. In addition, a social media campaign will, for the first time, include images and video ads on Instagram to target millennials.
The effort comes ahead of the fourth annual open enrollment period for Obamacare coverage, which begins Nov. 1 for 2017 coverage. Open enrollment runs to Jan. 31, 2017.
The Obamacare marketing blitz will be up against the political campaigns of Republicans and its Presidential candidate Donald Trump, who regularly criticizes the ACA and the increase in premiums. Republicans trying to hold onto Congressional seats are also targeting Obamacare costs and dwindling choices.
Ads promoting health coverage will move beyond traditional television and radio to social media and gaming platforms like Twitch. Ads and videos on YouTube and Facebook will also be used as they have been in the past.
