As Massachusetts implemented its health insurance mandate in 2007, insurers and health care providers were inundated with questions from people who had been without health insurance, writes Scott Overholt, vice president of consumer health care markets at The Agency Inside Harte-Hanks. During the Affordable Care Act's initial open enrollment period, health care marketers should monitor who is being attracted by early efforts, develop contingency plans and be prepared to adjust messaging, and fully staff contact centers with trained experts, Overholt writes. Moreover, marketers should develop a plan to analyze membership after enrollment closes and be ready to retool for 2015, he writes.

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