Five Things Millennials Want to Know about the Health Insurance Marketplace

BlueCross Launches New Website To Educate Shoppers

BlueCross BlueShield of TennesseeMary Danielson, APR, 423-535-7694

After completing statewide research, BlueCross BlueShield of Tennessee launched a new website to help educate shoppers, especially first-time purchasers, about the Health Insurance Marketplace.

Research showed that those between the ages of 26 and 35, also known as millennials, have a lot of questions about insurance in general and about new benefits and financial assistance for the shopping on the Marketplace.

The new website – – will serve as a resource to those who are shopping for insurance for the first time or have questions about new benefits and options for individual coverage. It will help guide shoppers through applying for financial assistance and selecting the right benefits for themselves and their families.

“Our research showed that all ages and demographics valued health insurance and want to have it, but many have the perception that they can’t afford it,” said Carla Raynor, vice president of strategic marketing for BlueCross. “But millennials in particular wanted an online resource for education that they could access at their convenience. This website will help them prepare to make important coverage decisions in October when they can make their selections.”

Surveys and small-group discussions demonstrated that, even with simplified language, there remained a lot of questions about how the Marketplace would work and who was eligible. Participants said they wanted more resources, especially online. Five key areas that needed more understanding were identified by those who participated in the research.

BlueCross has been working to develop a variety of products to ensure that Tennesseans have the options and choices they need.

“We’re the only health plan to offer product choices statewide,” Raynor said. “This is part of fulfilling our mission to serve Tennesseans, and it’s the right thing to do. We realize this is a complex process and people have a lot questions. This is just one of the ways we’re working to educate these potential customers about their options.”

More than 1,000 Tennesseans participated in the research, through either small-group studies, questionnaires or online surveys.

BlueCross BlueShield of Tennessee’s mission is to provide its customers and communities with peace of mind through affordable solutions for health and healing, life and living. Founded in 1945, the Chattanooga-based company is focused on reinventing the health plan for its 3 million members in Tennessee and across the country. Through its integrated health management approach, BlueCross provides patient-centric products and services that drive health improvement and positively impact health care quality and value. BlueCross BlueShield of Tennessee Inc. is an independent licensee of the BlueCross BlueShield Association. For more information, visit the company's website at .