Bruce Gilbert, executive director of the Silver State Health Insurance Exchange in Nevada explains how the exchange has targeted a more specific audience for enrollment and how the state has benefited from having a state exchange.
Bruce Gilbert, executive director of the Silver State Health Insurance Exchange in Nevada explains how the exchange has targeted a more specific audience for enrollment and how the state has benefitted from having a state exchange.
What did the Silver State Health Insurance Exchange do different for the third open enrollment to get more customers to sign up?
I think we sharpened our messaging: the first 2 years were much more general where we were saying, “Hey, buy insurance, buy insurance. Whoever you may be, buy insurance.” I think that we’ve done a really good job in terms of targeting a more specific audience, and I expect us to continue that trend going into next year’s open enrollment.
How has Nevada benefitted from having a state-based marketplace?
The primary benefit actually has been economic. The difference in fees between us and being on the federally-facilitated marketplace saved our citizens about $1.2 million last year. Additionally, I think that by having state-specific marketing, state-specific outreach, and state-specific consumer education, we do a much better job than we would if we were simply part of the federal system.
What does the state-specific outreach and education look like?
We spend millions of dollars, frankly, in terms of reaching the vat of consumers. The CMS and FFM could never do that and justifiably. We’re very small in comparison to the rest of their business. However, by taking the time to make sure that we utilize our resources, to reach out specifically to the consumers in our market, in our state, I think it’s made a difference both in terms of enrollment and in terms of insurance literacy.