Will you … sign up for in­sur­ance with me?

Modern Healthcare - - OUTLIERS ASIDES & INSIDES -

First comes love, then comes mar­riage, then comes ... sign­ing up for health in­sur­ance.

As young brides and grooms pre­pare to tie the knot, one ad­vo­cacy group wants to make sure they’re reg­is­ter­ing for more than just fine china and mono­grammed tow­els. With wed­ding sea­son un­der­way, Young In­vin­ci­bles is run­ning ads on so­cial me­dia sites such as Face­book and Twit­ter to make sure happy cou­ples un­der­stand their health in­sur­ance op­tions.

Sim­i­lar cam­paigns also tar­get new grad­u­ates in the push to reach young peo­ple fac­ing summer mile­stones—or qual­i­fy­ing life events.

With the pas­sage of the Af­ford­able Care Act, the idea of mar­ry­ing for health in­sur­ance is now a thing of the past. But Young In­vin­ci­bles still wants to reach the cov­eted 26- to 34-year-old crowd dur­ing those spe­cial oc­ca­sions when they can pur­chase a health plan with­out wait­ing for open en­roll­ment.

Although the group was formed to rep­re­sent young peo­ples’ in­ter­ests, en­rolling that de­mo­graphic also is crit­i­cal for help­ing in­sur­ers di­lute their risk pools with healthy in­di­vid­u­als.

And, af­ter all, what could be more ro­man­tic than a fam­ily health in­sur­ance plan?

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