ALBUQUERQUE, N.M. — New Mexico’s health insurance exchange launched an advertising and marketing campaign Thursday that it hopes will get the coveted “young invincibles” to purchase the coverage they are required under the federal Affordable Care Act.
If a kickoff event at Central New Mexico Community College is representative, exchange officials might be “pleasantly surprised,” said Debra Hammer, the exchange’s chief communications officer.
Within the first hour, 75 people filled out cards asking for more information about health insurance, a rate that was better than expected, she said.
The young invincibles are 18 to 34 years old. Since that age group tends to be healthier and requires less care than other demographic groups, they can keep an insurance pool’s premiums more affordable than if only older and less healthy customers sign up.