Health exchanges need more than awareness — they need clarity.
Learn how smart content strategy drives understanding, trust and sign-ups.
Millions of Americans visit state and federal health exchanges each year. Yet too many leave without enrolling. The problem? It’s not a lack of interest — but a lack of understanding. It’s hard to figure out how exchanges work, the costs of policies and that subsidies are available to people who qualify.
We’ve worked with healthcare organizations and public programs to help translate complexity into clarity. We’ve found that when people understand their options, they take action. That’s where content strategy becomes more than just a marketing tool — it becomes central to delivering effective messaging that can easily be understood by the audience.
Behavioral friction — not lack of interest — is the real enemy
The biggest barrier isn’t apathy, it’s confusion. Health exchanges operate at the intersection of healthcare, government and individual decision-making. That’s a lot to navigate, especially for someone unfamiliar with the process or unsure of what they might expect.
Content strategy can reduce behavioral friction by meeting users at key pain points:
- Interactive tools like eligibility quizzes or plan-finder checklists
- Smart FAQs that address top questions, such as “What if I miss the deadline?” or “How do subsidies work?”
- Step-by-step explainers that walk users through the process in plain language
Good content doesn’t just explain. It guides and empowers people to make decisions that are right for their individual circumstances.
Start with real user questions
Most consumers don’t start by visiting an exchange. They start on a search engine, asking things like:
- What are my options for health insurance without employer coverage?
- Can I get insurance if I’m self-employed?
- How much will health insurance cost me?
- Can I get financial assistance or subsidies?
- Is health insurance tax-deductible if I’m self-employed?
These questions are golden opportunities for engagement. Content designed to answer real questions builds trust, improves search visibility and starts the enrollment journey off right.
Empathetic messaging builds trust
Purchasing health coverage isn’t just a financial decision — it’s an emotional one. Content should reflect that reality. That means:
- Using language that reassures and explains, not overwhelms
- Showing faces and telling stories that reflect the diversity of your audience
- Featuring testimonials from real people who navigated the system successfully
Empathy increases comprehension. Comprehension increases conversion. If you don’t understand how it works, you won’t buy it.
Segment and personalize to increase engagement
The challenges facing a 26-year-old gig worker are different from those of a 50-year-old caring for an aging parent. To resonate, content must reflect those differences.
Messaging that is segmented by life stage, employment type, income level and language is critical. Use modular content frameworks to personalize across:
- Age groups
- Cultural backgrounds
- Language preferences
- Enrollment triggers (e.g., marriage, job loss, turning 26)
Go multilingual and multichannel
If your content isn’t accessible, it isn’t working. That means making it:
- Available in multiple languages
- Designed mobile-first
- Delivered through the channels your audience already uses — like YouTube, TikTok, WhatsApp and local community groups
Remember: The most helpful content is the content people can actually find and understand.
Think beyond open enrollment
While open enrollment is a key period, life events drive health coverage needs year-round — whether it’s losing a job, having a baby or aging off a parent’s plan.
Plan content around these trigger moments:
- “Lost your job? Here’s how to keep your coverage.”
- “Turning 26? What to know before you age out of your plan.”
- “Had a baby? You may qualify for special enrollment.”
This evergreen, SEO-optimized content keeps you top-of-mind when the moment matters most.
Partner with community messengers
Trust is often local. Religious groups, nonprofit health organizations and community clinics are often well positioned to engage underserved audiences.
You can support them with customizable, co-branded content:
- Flyers, videos or explainers they can distribute
- Simple toolkits that walk through the process
- Visual stories that feature real people from those communities
When the message comes from someone they trust, the impact increases.
Final thoughts
Enrollment isn’t just about getting attention — it’s about building confidence. And great content marketing is how you get there. Storytelling is an extremely effective way to explain complex subjects.
We help healthcare brands and institutions use content to educate, empower and activate the audiences they serve. A great example of this in action is this blog we helped Covered California launch.
If you need help building or re-visiting your existing content strategy, let’s talk.
Author Bio
Robin Riddle is the lead content marketing strategist at DDM Content Solutions. He works across B2B as well as B2C and specializes in financial services, insurance and healthcare. Prior to his time here, he led content marketing businesses at both The Economist and The Wall Street Journal. A passionate advocate for the value of content marketing, Riddle is also heavily involved in industry issues and speaks at many events on the topics of content marketing and native advertising.
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