Originally Published in Crain’s New York Business.
Companies compete for health reform’s stragglers and comparison shoppers.
“It’s about the quality of [consumer] acquisition,” said Matt Henry, vice president of health care for Audience Partners, a data-driven marketing firm that counts several insurers as clients. “To make this whole thing work financially, the ratio of people aged 18 to 34 in an insurance plan needs to hit 37.5%,” he said. That ratio was 31% last year in New York, better than the national average but still below target.