The government has continued to make changes to reform provisions and deadlines. Some insurance providers jumped ahead to expedite changes within their organizations, hoping to sound ahead of the game, only to find the government making changes that thwarting PR efforts.

Expanding coverage to young adults will be officially enforced starting September 23, 2010. On April 27, the IRS released a new guideline stating that children will be covered tax-free on parents’ policy

Created the Affordable Care Act that will provide small businesses with tax credits for purchasing insurance for employees

Discrimination based on pre-existing conditions will be banned in 2014. In the meantime, a new temporary high risk pool program will provide immediate relief. Children with pre-existing conditions can no longer be denied coverage effective immediately.

Demanded immediate stop to practice of rescinding health care coverage for women diagnosed with breast cancer

What is the government doing now?

Warning!Focusing communications on early enactment of provisions wouldn’t help differentiate Blue Shield as it seems to be the focus of all major competitors. Also the California government may soon start enforcing early enactment, making those messages irrelevant.

Source: The Hill

How companies have reacted thus far

Government affected so far Blue Shield Anthem Kaiser Aetna CIGNA HealthNet UnitedHealthcare Wellpoint

Keeping young adults on parent’s

policyX X X X

Changing rescissions

practiceX X X

Dropped plan to raise rates X X

Changing retiree policy X

Enact early!Competitors are enacting the healthcare reform conditions early...

Source: Washington Post