The new individual coverage “open enrollment period” system could be more of scarecrow than a sales killer.
At least that’s what health insurance industry marketing veteran Jeff Smedsrud thinks.
Smedsrud, the former chief marketing officer at Independence Holding Co., recently took over as the chief executive officer at HealthCare Inc.
The individual major medical coverage open enrollment season started Oct. 1 and is supposed to end in most of the country March 31.
But PPACA makes routine access to “special enrollment periods” available to consumers who go through the major life changes, such as the loss of a job or the birth of a child, and consumers can also apply for hardship exemptions.
Smedsrud said the “special enrollment period” could be a great new market.
“Nobody knows how big it is,” Smedsrud.
Smedsrud said he thinks the market could end up being about one-third to as much as one-half the size of the open enrollment period market.
HealthCare and predecessor companies have been the proud owner of the HealthCare.com website since 2006. Managers once focused on the local provider lead-generation market but are now trying to focus more on the health insurance market.