ObamaCare Clusterfuck: HHS will not market ObamaCare to the "Vulnerable and Unengaged" even though their health is "worse"
[T]he administration has turned to the science of mass marketing for help in understanding the lives of uninsured people, hoping to craft winning pitches for a surprisingly varied group in society.
America's more than 48 million uninsured people are no monolithic mass. A marketing analysis posted online by the federal Health and Human Services Department reveals six distinct groups, three of which appear critical to the success or failure of the program.
OK, stop right there. "Three of six." Looks to me like the Obama administration is performing its usual trick of segmenting the population, and then throwing some of us under the bus.
[The three groups are] the "Healthy & Young," comprising 48 percent of the uninsured, the "Sick, Active & Worried," (29 percent of the uninsured), and the "Passive & Unengaged" (15 percent).
The challenge for the administration is obvious: signing up lots of the Healthy & Young, as well as the Passive & Unengaged, to offset the higher costs of covering the sick and worried.
Stop again. Notice how the press is framing this framing this. The issue isn't health care; it's signing people up. As if HHS were an insurance company.... So, I wonder what the other three groups are? From the study:
CMS Six Segments Overview
- Informed, Healthy & Educated [17.2%] The informed, health and educated population have a better health status, feel that Healthcare information is important and use prevention.
- * Sick, Active & Worried [23.2%] The sick, active and worried population have a worse helath status, feel that healthcare information is important and are worried.
- Mature & Secure [11.7%] The mature and secure population are of older age, a little better health status, feel that healthcare information is important, uses prevention and are not worried.
- * Healthy & Young [19.6%] The healthy and young population are of younger age, better health care status, feel that healthcare information is not important, and is not worried.
- * Passive & Unengaged [20.4%] The passive and skeptical audience has a little better health care status, do not feel that healthcare information is important, does not use prevention and is not worried.
- Vulnerable & Unengaged [7.9%] The vulnerable and unengaged population has a worse health status, feels that healthcare information is not important and is worried.
And here's the strategy, and yes, it does focus on the three groups mentioned [marked with a "*"], not the three groups excluded:
Over 92% of the uninsured respondents in our study fall into one of three CMS Segments: 29% are Sick Active & Worried, 48% are Healthy & Young, and 15% are Passive & Unengaged. It is likely that the uninsured in these groups will share some common behavioral and attitudinal characteristics that relate to being uninsured, but they may also differ in important aspects that will be essential to consider in our outreach, education, and social marketing efforts. For example, those in the Sick Active & Worried segment are likely to have a chronic disease or pre-existing medical condition that makes it more difficult for them to qualify for affordable coverage in the current market. Those in the Healthy & Young segment may be less likely to perceive the value of health insurance. Those in the Passive & Unengaged segment may lack the skills or motivation (or both) to investigate their options. Clearly, each of these segments presents a distinct outreach challenge. We are currently exploring media and marketing responsiveness for these [three] audiences [and not, presumably, others].
So, let's recap:
1. The metric for ObamaCare's success is people signed up.
2. Delivering health care is not a metric for success.
3. Therefore, the "vulnerable and unengaged," who by the study's own admission have worse health status will have no marketing outreach devoted to them, simply because they are harder to reach.
The consequences in suffering and death should be obvious, even to an Obot (assuming for the sake of the argument that health insurance under ObamaCare will actually deliver care instead of denying it).
Yet surely both the "Sick, Active & Worried" and the "Vulnerable & Unengaged" are equally deserving of care!
HHS's approach to the ObamaCare rollout shows everything that's wrong with the Obama administration and the political class generally. There's no sense of elementary justice or fairness, no sense of "public purpose," whatever.
NOTE An alternative hypothesis: The final slide mentions "Commercial Lifestyle Databases: Experian Mosaic Example." I would really like to be able to correlate Obama's voter demographics with the demographics of this study. I'd bet that "Vulnerable & Unengaged" aren't Obama voters. Only that which helps Democrats in 2014 will get done, and exactly as in 2012, only the minimum needed to secure victory will be done.