Jennifer Sullivan on Enroll America's Strategy for Consumer Engagement

Communication and education about the available health coverage options was important in keeping consumers informed about enrollment, which Jennifer Sullivan, director of the Best Practices Institute at Enroll America, said was key in engaging consumers.

Transcript (slightly modified)

How has Enroll America’s strategy of engaging consumers evolved over the first 3 years of open enrollment?

Early on, I think the most important thing really was to focus on the fact that coverage was coming. Coverage was coming, financial help is here. We found that in order to connect as many people as possible to this information, big enrollment events were really important. We often saw lines wrapping out of buildings.

As the effort has evolved, we’ve been able to work strategically with community partners, with members of the local media, to make sure that consumers are getting the information they need and the in-person help they need from trusted members of their community.

We’ve certainly seen a lot of improvements in the consumer experience, both in terms of the opportunities to enroll, the ways consumers interact with the website and really empowering them with the information that they need to make smart decisions about the plan. There’s just ever increasing transparency around what plans are available, and allowing consumers to make personalized decisions about what’s best for them.