Obamacare Making Desperate Push to Sign Up Mothers

Monday, 10 Mar 2014 08:49 AM

By Melanie Batley

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As the deadline looms for Obamacare's open enrollment, the Obama administration is making a last-ditch effort to sign up mothers, in the hope they will recruit their young adult children.

President Barack Obama, first lady Michelle Obama, and top administration officials are attending events this week with the aim of reaching America's moms, many of whom drive the healthcare decisions for their families, according to Politico.

"Moms have a huge influence on their kids and families and are a key demographic for the ongoing effort to make sure Americans know the benefits they can access through the health law," a White House official told Politico.

For the new healthcare law to succeed, young, healthy adults need to enroll to offset the costs of healthcare for older and chronically ill consumers.

Michelle Obama on Tuesday will thank a number of groups that have helped enroll women in coverage, including volunteers and outreach workers who have gone door to door in communities with high uninsured rates, Politico reported.

Health and Human Services Secretary Kathleen Sebelius will be in Atlanta this week to reach out to women, particularly African Americans. White House senior adviser Valerie Jarrett will participate Wednesday in a Google Plus hangout with Cosmo for Latinas, according to Politico.

Meanwhile, Senate Democrats are also expected to focus their political activities on mothers this week through events, floor speeches, and social media, an aide to Sen. Chris Murphy told Politico.

The Affordable Care Act has a number of elements of coverage specifically targeted at women, including free preventative healthcare, contraceptive coverage, and premium parity whereby health plans can no longer charge women more than men.

Early data has indicated that the administration is struggling to attract the number of young people needed to achieve the cost-sharing subsidies that would underpin affordable coverage.

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