Uninsured adults who rate their health (and that of their family members) as good and uninsured adults ages 18-39 are the most attractive prospects for insurers, according to the 2013 Consumer Health Care Report, published by The Agency Inside, Harte-Hanks. The Agency Inside surveyed over 600 consumers about factors such as motivation, channel consumption, affordability and likelihood to purchase. Participants were screened to ensure they were uninsured, subsidy-eligible, between the ages of 18 and 64 and influential in decisions about health care coverage.
According to the study, uninsured participants who reported themself and/or their family as healthy are:
- Familiar with health insurance. Most have carried health insurance coverage in the past. Still, more than two-thirds do not have health insurance for their children.
- Are more likely to be educated. They are almost twice as likely as those in poor health to have a college or graduate degree.
- Are more likely to be employed full-time. This group is more than twice as likely as those in poor health to be employed full-time.
- Are less likely to take prescription medicines. People/families in this group have 25% fewer prescription medicines than the average.
- Are pessimistic about the Affordable Care Act (ACA). They are more likely to say that the ACA is a bad thing and think that health insurance will remain unaffordable.
- Seek specific characteristics in a health insurance company. They want what most want, an insurer that is trustworthy, straightforward, responsive, clear, stable, and fair.
- Are more likely to talk with someone to research health insurance companies. However, they are less likely than those in poor health to trust a healthcare professional for advice on health insurance.
For those aged 18-38, the following infographic illustrates their behavior and statistics:
The 18-39 age group—often referred to as the “young invincibles”—offers tremendous potential for health insurers. Though this subset understands the need and inherent value of health insurance, they lack understanding of the basic steps to procure it and use it.