Most Americans Not Familiar with HIXs, Survey Says

A new survey says two-thirds of U.S. adults aren’t aware of health insurance exchanges (HIXs) and their pending Oct. 1 launch.

by / September 26, 2013

Almost two-thirds of American adults are not familiar with health insurance exchanges (HIXs), according to a new survey.

More than 2,000 U.S. adults were surveyed online by Harris Interactive on behalf of Xerox and results revealed a whopping 63 percent said they were unfamiliar with the new platforms. That’s up from last year’s survey results, which showed that 46 percent of respondents gave the same answer. One Xerox official speculated that awareness may have peaked in 2012 because of the Supreme Court's consideration of the Affordable Care Act (ACA), which generated significant media attention.

Health insurance exchanges are set to roll out in every state to meet the federal mandate that open enrollment through a “marketplace” begin on Oct. 1. The HIXs are launching as a result of requirements outlined in the ACA.

When respondents were asked how they’d prefer to receive information on HIXs, 57 percent said they’d prefer traditional mail and 45 percent said they preferred email. TV, print and Internet advertising collectively accounted for 24 percent of respondents’ preferences.

Thirty-six percent of respondents said they would like to be able to visit a designated contact center if they needed information. And for some, seeking out information at a contact center is possible. Last month, an open health benefit exchange opened in Kentucky through a partnership between Xerox and the administration of Gov. Steve Beshear. The new center serves as a resource for Kentucky residents to learn more about kynect, the state’s insurance marketplace.

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