Exchange Makes Enrollment Push

Open enrollment has begun this week for Covered California, and the health insurance exchange has launched a revamped ad campaign and a statewide bus tour.

Executive Director Peter V. Lee has been touring the state in a branded bus, dropping by healthcare sites that have provided care to those who have obtained insurance on the exchange, as well as businesses such as insurance brokerages and organizations that have partnered to tout the benefits of enrollment.

Covered California officials estimate that are about 2.2 million state residents who could enroll in commercial health plans or Medi-Cal through the exchange. 

For this current open enrollment period, it has doubled the number of storefront locations – such as insurance brokers and social agencies – where individuals can enroll for coverage. There are about 500 such locations statewide.

The exchange also launched a $29 million advertising campaign called “It’s not just health care — it’s life care.” Ads will be broadcast and printed in English, Spanish, Cantonese, Mandarin. Outreach is also being made to the gay, lesbian and transgender communities.

Reaching California’s diverse population is critical,” Lee said. “This year we are spending more than we ever have on a monthly basis to promote coverage and enrollment.”