By April Dembosky
While shoppers flock to the malls to pick up the last neckties and Transformers on their Christmas lists, Covered California is trying to pitch them on an unconventional gift this holiday season: health insurance.
The state’s health insurance marketplace supported the development of more than 200 new storefronts at or near shopping centers across the state this year, each tasked with explaining the ins and outs of different health plans to holiday, and everyday, shoppers.
“Especially during this time of year, malls have incredible foot traffic,” says James Scullary, a Covered California spokesperson. “You may have someone who is running an errand or picking someone up who passes one of these facilities, and it passes in their mind: this is something they need to take care of.”
Covered California’s efforts are echoed across the country. The federal government has forged a partnership with Westfield Shopping Centers to set up kiosks in malls where people can talk to an enrollment counselor, in between visits to Macy’s and Toys R Us. Officials have even suggested health insurance could make a nice gift, especially for young adults who will soon age-out of their parents' plan.