Both Sides are Getting Marketing to Millenials Wrong

by Rachel Baker on November 24, 2013

The Republicans and Democrats are really getting the marketing of the ACA wrong when it comes to a specific age group of Americans that both side needs to try to woo when it comes to…well, frankly everything, but specifically the Affordable Care Act. Below is an interesting perspective of how both sides are failing:

There’s a term that those in the health-care conversation use to describe my age group. Ordinarily, we’re known as Millennials, Generation Y, or just plain “young people”—it depends which magazines you read—but in health care-speak, we’re “Invincibles.” Why? Because for most of us, the insurance premiums we pay far outweigh the cost of whatever treatment we need. Our dollars, which offset the cost of taking care of older and more infirm individuals, are essential to running a health-insurance system. We’re the ideal insurance customers, a gaggle of golden geese.

Because of that, something rare has happened: As the Affordable Care Act sputters to life, Millennials, under-addressed and criminally under-represented in Washington, D.C., are now in the center of the arena. Because they are “invincible”—and because the embattled ACA needs every enrollee it can get—Millennials find themselves in a rare make-or-break position: the most critical age group in determining the success or failure of the government’s hottest-button program.

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