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May 2015 St@teside

Enhancing Broker Engagement: New Strategies for Marketplaces to Expand Enrollment

Health insurance brokers can play a unique role in helping all forms of marketplaces to reach out to uninsured households and assist residents with new enrollments, as well as coverage renewals. Recently, several marketplaces implemented pilot programs intended to leverage the resources of agencies that are particularly interested in building their direct enrollment business under the Affordable Care Act (ACA). The success of these initiatives is demonstrated by these marketplaces’ plans to expand their efforts for the upcoming open enrollment period. 

This issue brief, prepared by Wakely Consulting Group with support from the State Health Reform Assistance Network, describes state experiences in implementing a “Lead Broker Agency Program,” and provides instructions and a proposed timeline for states that are interested in similarly enhancing their engagement with brokers to maximize enrollment.