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Assignment questions
Healthcare administrationDiscussion postHealthcare marketing

Marketing health insurance to the young and healthy

The prompt hands you a four-trait segment profile. The strongest answers derive each marketing technique from one of those traits rather than listing tactics that could apply to anyone.

Editorial process

Last reviewed · August 15, 2026

01

The prompt describes the segment — use its four traits

The prompt has already done the segmentation for you, and noticing that is the difference between a generic answer and a good one. It states that this group takes good health for granted, places a high emphasis on the experience of care, is tech-savvy, and has low motivation to enrol. Four traits, and each one implies a different marketing response. Taking health for granted means the product's value is invisible, which points toward concrete framing of financial exposure rather than appeals to wellbeing. Valuing the experience of care means the sell is not coverage but convenience — same-day virtual visits, transparent pricing, no paperwork. Being tech-savvy shapes the channel and raises expectations of the enrolment interface itself, since a group that buys everything else in three taps will abandon a fifteen-page form long before reaching the end of it, and no amount of campaign spend recovers that.

Low motivation is the hardest trait and deserves the most careful answer, because it is not an information problem. This cohort often understands the product perfectly well and still declines it, which means education campaigns are the wrong instrument. What works against low motivation is reducing friction, timing the approach to a moment when the need becomes salient — a first job, moving out, an injury among friends — and using defaults and deadlines rather than persuasion. It is worth naming the ethical edge here as well, because the assignment is about persuasion and persuasion has limits: this is insurance, and marketing that makes risk vivid can shade into fear-based selling. A post that acknowledges that boundary while still answering the question reads as more professionally serious than one that treats the young and healthy purely as a conversion target. Assessors on health administration courses tend to reward that awareness explicitly.

Likely learning objectives

Inferred from the brief — check these against your own rubric.

  • 01
    Derive marketing techniques from stated segment characteristics rather than from general practice.
  • 02
    Distinguish a motivation problem from an information problem.
  • 03
    Recognise the ethical boundary in risk-based insurance marketing.
Assignment instructionsQuoted verbatim

Read the full question

Review every instruction before using the planning guidance that follows.

The uninsured healthy and young take good health for granted, place a high emphasis on the experience of care, are tech-savvy, and have low motivation to enroll in health insurance plans. Discuss the following for this assignment: What marketing techniques can be used to appeal to the young and healthy and encourage them to enroll in health insurance plans? The use of APA Style and scholarly references published within the last 5 years is required
Course-wide instructions that accompany this question

You must proofread your paper. But do not strictly rely on your computer’s spell-checker and grammar-checker; failure to do so indicates a lack of effort on your part and you can expect your grade to suffer accordingly. Papers with numerous misspelled words and grammatical mistakes will be penalized. Read over your paper – in silence and then aloud – before handing it in and make corrections as necessary. Often it is advantageous to have a friend proofread your paper for obvious errors. Handwritten corrections are preferable to uncorrected mistakes. Use a standard 10 to 12 point (10 to 12 characters per inch) typeface. Smaller or compressed type and papers with small margins or single-spacing are hard to read. It is better to let your essay run over the recommended number of pages than to try to compress it into fewer pages. Discussion: Enroll in health insurance plans Likewise, large type, large margins, large indentations, triple-spacing, increased leading (space between lines), increased kerning (space between letters), and any other such attempts at “padding” to increase the length of a paper are unacceptable, wasteful of trees, and will not fool your professor. The paper must be neatly formatted, double-spaced with a one-inch margin on the top, bottom, and sides of each page. When submitting hard copy, be sure to use white paper and print out using dark ink. If it is hard to read your essay, it will also be hard to follow your argument. ADDITIONAL INSTRUCTIONS FOR THE CLASS Discussion Questions (DQ) Initial responses to the DQ should address all components of the questions asked, include a minimum of one scholarly source, and be at least 250 words. Successful responses are substantive (i.e., add something new to the discussion, engage others in the discussion, well-developed idea) and include at least one scholarly source. One or two sentence responses, simple statements of agreement or “good post,” and responses that are off-topic will not count as substantive. Substantive responses should be at least 150 words. I encourage you to incorporate the readings from the week (as applicable) into your responses. Weekly Participation Your initial responses to the mandatory DQ do not count toward participation and are graded separately. In addition to the DQ responses, you must post at least one reply to peers (or me) on three separate days, for a total of three replies. Participation posts do not require a scholarly source/citation (unless you cite someone else’s work). Part of your weekly participation includes viewing the weekly announcement and attesting to watching it in the comments. These announcements are made to ensure you understand everything that is due during the week. APA Format and Writing Quality Familiarize yourself with APA format and practice using it correctly. It is used for most writing assignments for your degree. Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for APA paper templates, citation examples, tips, etc. Points will be deducted for poor use of APA format or absence of APA format (if required). Cite all sources of information! When in doubt, cite the source. Paraphrasing also requires a citation. I highly recommend using the APA Publication Manual, 6th edition. Use of Direct Quotes I discourage overutilization of direct quotes in DQs and assignments at the Masters’ level and deduct points accordingly. As Masters’ level students, it is important that you be able to critically analyze and interpret information from journal articles and other resources. Simply restating someone else’s words does not demonstrate an understanding of the content or critical analysis of the content. It is best to paraphrase content and cite your source. LopesWrite Policy For assignments that need to be submitted to LopesWrite, please be sure you have received your report and Similarity Index (SI) percentage BEFORE you do a “final submit” to me. Once you have received your report, please review it. This report will show you grammatical, punctuation, and spelling errors that can easily be fixed. Take the extra few minutes to review instead of getting counted off for these mistakes. Review your similarities. Did you forget to cite something? Did you not paraphrase well enough? Is your paper made up of someone else’s thoughts more than your own? Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for tips on improving your paper and SI score. Late Policy The university’s policy on late assignments is 10% penalty PER DAY LATE. This also applies to late DQ replies. Please communicate with me if you anticipate having to submit an assignment late. I am happy to be flexible, with advance notice. We may be able to work out an extension based on extenuating circumstances. If you do not communicate with me before submitting an assignment late, the GCU late policy will be in effect. I do not accept assignments that are two or more weeks late unless we have worked out an extension. As per policy, no assignments are accepted after the last day of class. Any assignment submitted after midnight on the last day of class will not be accepted for grading. Communication Communication is so very important. There are multiple ways to communicate with me: Questions to Instructor Forum: This is a great place to ask course content or assignment questions. If you have a question, there is a good chance one of your peers does as well. This is a public forum for the class. Individual Forum: This is a private forum to ask me questions or send me messages. This will be checked at least once every 24 hours. Discussion: Enroll in health insurance plans

02

Turn the brief into deliverables

  1. 01
    An initial post proposing techniques tied to the four stated traits.
  2. 02
    An explicit treatment of low motivation as distinct from low awareness.
  3. 03
    Acknowledgement of the ethical limit on fear-based appeals.
  4. 04
    APA-formatted scholarly sources from the last five years.
03

From the stated traits to techniques that answer them

01

Read the segment the prompt supplies

Restate the four traits and note that each implies a different response.

02

Making invisible value visible

Propose framing that makes financial exposure concrete rather than appealing to wellbeing.

03

Selling experience, not coverage

Address the emphasis on care experience through access, transparency and convenience.

04

Channel and friction

Use the tech-savvy trait to shape both where you reach them and how enrolment works.

05

Motivation and its ethical limit

Propose salience, timing and defaults, and name the boundary against fear-based selling.

04

Recent sources on enrolment and this cohort

Recommended databases

  • Kaiser Family Foundation
  • Health Affairs
  • Journal of Health Care Marketing literature via Business Source Complete
  • CMS enrolment data
  • PubMed Central

Search sequence

  1. 1.
    Use KFF for current data on uninsured rates by age, which grounds the segment description in figures.
  2. 2.
    Search the behavioural economics literature on insurance enrolment defaults and deadlines.
  3. 3.
    Look for evaluations of enrolment campaigns rather than marketing theory, since the prompt asks what works.
  4. 4.
    Filter to the last five years, as the brief requires, before reading anything.
05

Reference shortlist

These are authoritative starting points, not a ready-made bibliography. A qualified reviewer must confirm that each source fits the assignment and supports the claim beside which it is cited.

Nothing here is cleared for citation until you have read it.

  1. 01

    Wealth Inequality

    Pew Research Center · 2024

    Data on the economic position of younger households, which bounds what price framing can realistically achieve.

  2. 02

    About CAHPS

    Agency for Healthcare Research and Quality · 2024

    Evidence on what patients actually report valuing about care experience, which is the second trait made measurable.

  3. 03

    Prescription Drug Advertising

    U.S. Food and Drug Administration · 2024

    A regulatory model of where health marketing's ethical limits are drawn, useful for the fear-based selling boundary.

  4. 04

    The association between perceived electronic health record usability and professional burnout among US nurses

    Journal of the American Medical Informatics Association, 28(8), 1632-1641 · 2021

    An example of measuring how interface friction changes behaviour, which supports the enrolment funnel argument.

06

Review before submission

Common mistakes

  • Listing generic digital marketing tactics unconnected to the stated traits.
  • Treating low motivation as a knowledge gap to be closed with information.
  • Ignoring the enrolment experience itself, which is where tech-savvy segments drop out.
  • Using sources older than five years, which the brief rules out.

Submission checklist

  • Does each technique trace to one of the four stated traits?
  • Have you addressed low motivation as a behavioural rather than informational problem?
  • Is the enrolment interface itself considered?
  • Are all sources scholarly and within five years?

Use this guide to plan and review your own work. Follow your institution's rules and read our academic-integrity policy.

Written by

Aaron Bishop

MA, Education

assignment interpretation and research-methods coaching across disciplines

Aaron leads the EssayCrackers editorial desk. He works on how assignment briefs are read — what a rubric is actually asking for, and where students most often answer a different question than the one set.

Reviewed by

Dr. Nathan Cole

PhD, Rhetoric & Composition

Argumentation and thesis development

Nathan teaches first-year composition and directs a university writing center. He reviews EssayCrackers guides for argumentative soundness and citation accuracy.

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