(Bloomberg) — U.S. health officials haven’t completely stopped promoting the Affordable Care Act public exchange system, as e-mail and Twitter reminders for consumers to sign up for the HealthCare.gov health coverage were sent a day after millions of dollars in government advertising were pulled.
A neon tweet flashing the Jan. 31 deadline for purchasing 2017 health plans appeared Friday on the Twitter account of HealthCare.gov. The account had been quiet most of Thursday, when the U.S. Department of Health and Human Services said it withdrew about $5 million of advertising that was intended to encourage people to sign up for insurance through HealthCare.gov.
The ACA open enrollment period system applies both to individual health coverage purchased through the ACA exchange system and coverage purchased outside the exchange system, but HHS has been especially active at promoting the need for HealthCare.gov users to sign up for coverage by Tuesday.
“Come back to HealthCare.gov and submit your application right away,” an e-mail sent Friday said.
Withdrawing the ads could depress individual health insurance enrollment. Lagging ACA enrollment could jeopardize the stability of the health insurance market, America’s Health Insurance Plans, a Washington-based industry group, said Friday.
“We need as many people as possible to participate,” the group said in an e-mail. Many major insurers have already left at least some states’ individual health insurance markets after incurring financial losses.
Looking for efficiencies
Trump, who campaigned on a promise to repeal Obamacare, signed an executive order on his first day in office directing federal agencies to work to minimize the law’s economic and regulatory burdens.