"The Trump administration’s move to dramatically slash Healthcare.gov advertising could translate to at least 1.1 million fewer people signing up this year, says the Obama appointee who ran marketing for the federal-health insurance website in 2016.
Josh Peck -- who served as Healthcare.gov’s chief marketing officer under the former president and now heads up the group Get America Covered -- estimated how many fewer Americans might enroll in the Affordable Care Act marketplaces in 2018. He did so by applying what he learned about past signup periods in which the Obama administration spent 10 times what the current administration says it will now invest.
“Surprise: advertising works!” Peck writes in a report provided to The Health 202.
The Department of Health and Human Services announced in August it will gut the marketing budget for enrollment in the marketplaces, spending just $10 million on promoting the law during the upcoming enrollment period that runs from Nov. 1 to Dec. 15. Officials argued the ACA's shortcomings and diminishing returns from the advertising justify the cuts.
The Health 202: Obamacare may lose 1.1 million people because of advertising cuts
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