Technical problems reduce insurance exchange enrollment, marketing

Website glitches have plagued the federal and state health plan exchange websites, and it may be affecting American enrollment for insurance benefits and even the marketplaces’ marketing efforts.

According to Reuters, Kathleen Sebelius, secretary of health and human services, told the Senate Finance Committee that early analysis suggested not as many Americans shopped for benefits than previously anticipated. Yet there are indications that more Americans are just waiting to enroll in health plans until the exchange websites are running more smoothly. 

Reuters reported the federal website’s ongoing technical problems may be the key reason why the numbers may be low. However, the data may be a critical benchmark for analyzing the exchanges’ success in the future. With the individual deadline fast approaching, the government is hoping the technical glitches will be soon resolved and enrollment will skyrocket.

In the midst of the issues, the exchanges’ marketing has suffered, according to St. Louis Post-Dispatch. Campaigns to increase awareness of the sites have had to restrategize in light of the recent technical challenges. As the obstacles are resolved, marketing may help enrollment rise.

“It’s a daily calibration to synch our message with the operational realities of the day,” Kelly Sullivan, chief communications officer for the Illinois exchange, told the newspaper.