Health insurance exchanges (HIX) have been in the works for a
number of years now. Having survived legislative, legal, and electoral
challenges, the part of the Affordable Care Act healthcare reform law that
mandates the exchanges remains intact. What has not yet been determined,
however, is how the exchanges will look to consumers – how user-friendly
on-line sites will be. The Department of Health and Human Services (HHS), the
agency responsible for the set up and oversight of the exchanges, has reached
out to the public in a number of ways to try to determine how the exchanges
should look. This outreach has led HHS to change the branding of the product
from “exchanges” to “marketplaces”, and may lead to a change in how the
interface will look as well.
Originally, according to this article from Kaiser Health News, the online exchanges
where being designed to look like the travel website “Travelocity,” where
consumers could pick from a number of different product plans. Now, users who
go to select from available insurance options through the online marketplaces
could see a website more similar to the tax website TurboTax, where the
individual is guided through the process with a series of questions.
The change comes as the result of discussion groups held by three
non-profit organizations in Colorado. They found that
few of the participants in the groups said that they would feel comfortable
choosing a policy on their own. Many worried that they would not understand
health insurance jargon enough to make the best decision. Like paying taxes, buying insurance is a complicated
proposition, and like doing taxes, buying a policy on the exchange means
interfacing with state and federal government agencies. The non-profits also
found that a model Colorado program would include a customer care line, where
individuals could talk through their insurance options with experts.
As HHS grapples with the fact that it will have to run
the exchanges in about half the states, the department will have to figure out
the most effective way to do this. This study from Colorado could provide
insight into the best type of website to set up, but it could also show that no
matter how easy a website it to use, consumers will want to be able to talk to
an expert before picking a plan.