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ACA Open Enrollment Starts Nov. 1, But Has the Nation’s Multicultural Population Heard the News?

Posted by Suzy duMont-Perez on October 30, 2017

Affordable Care Act open enrollment for 2018 starts Wednesday, Nov. 1, and runs through Friday, Dec. 15 — about six weeks shorter than the previous three-month window.

Many people who could enroll for insurance through the ACA (also known as Obamacare) don’t know this. With the current administration still pushing for repeal, the Centers for Medicare and Medicaid Services cut funding for advertising that would promote the enrollment period by 90 percent.

The lack of information is apparently working, as 30 percent of uninsured people are unaware the ACA exists, and 60 percent of those already enrolled don’t know when the open enrollment period is, according to a recent Kaiser Health Tracking Poll. The nonpartisan Congressional Budget Office says that 4 million fewer people will sign up for private insurance through the ACA than previously forecast.

If this confusion exists for the general population, just imagine how acute the issue must be for those who are limited English proficient (LEP)?

Every challenge presents an opportunity. In this case, insurance companies and state health marketplaces have the chance to add new enrollees by getting the word out to LEPs.

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How Marketers Are Using Language to Attract Multicultural Consumers

Posted by The LanguageLine Solutions Team on October 19, 2017

Driven by population growth and expanding buying power, multicultural consumers are transforming the ways marketers and advertisers use culture to connect with increasingly diverse consumer markets.  For businesses, this is why investments made now in language will pay off for decades to come.

Between 1990 and 2014, according to Nielsen, multicultural buying power increased from $661 billion to $3.4 trillion, and it will only continue to grow. Because the median age of the multicultural population is lower and the life expectancy longer than those of non-Hispanic whites, these consumers have significantly more effective years of buying power ahead of them.

We’ve already talked about why language services are critical to the future of retail, as well as how language services in retail can create the sort of personalized, experiential shopping environment that multicultural consumers are seeking these days.

 But no matter how wonderful your store’s shopping experience and customer service are, they’re only effective once someone is in the store. Let’s talk about how retailers are using language to market to multicultural consumers.

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