By Freedom Marketing Group · Published
ACA Marketplace enrollment is concentrated in the annual Open Enrollment Period, which on HealthCare.gov typically starts November 1. State-based exchanges may set different dates, so check each state you serve.
Open Enrollment vs Special Enrollment
| Open Enrollment | Special Enrollment Period | |
|---|---|---|
| Who can enroll | Generally anyone eligible for the Marketplace | Consumers with a qualifying life event |
| Volume | High | Lower and steadier |
| Lead qualification | Lighter | Must confirm the qualifying event |
Staffing for the rush
Volume can spike around deadlines. Plan extra agent hours near the end of the period and have overflow routing ready.
Responding to web leads
ACA shoppers often compare options quickly. Measure delivery and response time separately, as covered in speed-to-lead.
Calls and follow-up
Inbound calls remove the need to chase consumers during the busiest weeks. For web leads, use a defined follow-up sequence and record every disposition.
Campaign measurement
- Cost per enrollment by source and week
- Contact rate and response time
- Effectuation, meaning enrollments that become active coverage
Consent and verification
Marketplace consent and verification expectations for agents have tightened. Our EDE verification article covers background. This is educational, not legal advice.
See how our ACA live transfers and health insurance leads are delivered, screened and routed to your agents.
Related resources
Educational information only; not legal, tax or financial advice. Confirm regulatory requirements with qualified counsel and current official guidance.