Reference no: EM133630895

Question

Wellness Health Plan is seeing a rise in the average age of their insured population. Many of their insured members are from the Baby Boomer era whose healthcare expenses are growing at a double-digit annual percentage rate. Wellness is planning to launch initiatives to attract the younger, Gen X and Millennial, generation enrollees in their new product. The addition of younger, healthier enrollees will offset the growing cost of the Baby Boomer members. This new plan will be offered through the statewide exchange for individual enrollment, not employer based enrollment. Wellness engaged three focus groups of Millennial aged individuals to find out what is important to them in their health and well-being and what factors would drive them to join one health plan over another. The health plan was able to confirm their assumed wants such as electronic reminders and 24/7 data availability, but also learned of the consumer's lessened desire for a doctor-patient relationship and stronger desire for immediate care. Based on the output from the focus groups, Wellness Health Plan is embarking on launching some technological tools to app-savvy Millennials and Gen-Xers to engage that population in their health care, including working with providers to offer online physician.