The Challenge
Access Health CT is the Connecticut Health State Market created by the Connecticut Legislature to satisfy requirements of the federal Affordable Care Act.
A comprehensive multi-agency integrated marketing effort was started, from consumer awareness to education and engagement to enrollment, all within an aggressive 10-month timeframe under the watchful eye of state and federal policymakers.
What we did
We developed a broad spectrum of marketing tools and tactics that included a multicultural and bilingual media campaign.
The spanish TV campaign "Mercado de Salud" (Health Marketplace), included long and short format video content.
Half-hour shows for consumers and for small business owners; inserts in Univision's morning show "Despierta Hatford", and inserts for "El Show de Analeh", a 15-year Hispanic affairs show in CT.
A series of interactive engagement tools on the Exchange's educational website also gave consumers the help they needed to prepare themselves for enrollment. All tools were highlighted in a television campaign.
.png)
Success
Marketing Strategy Delivers Results
A Harvard case study was created to highlight how Integrated Marketing helped to launch Connecticut's Health Insurance Exchange.
The case featuring the success of Access Health CT will be taught as part of the curriculum at the Harvard Business School and the Harvard T.H. Chan School of Public Health.
%2016_44_46.png)
Awards
Telly Awards
Bronze - Change is Here
local TV & cable campaign
Insurance Marketing Communications Association
Total Sales/Marketing/Branding Campaign Award of Excellence for the Exchange educational website
American Business Awards
Gold Stevie Award for Executive of the Year
Silver Stevie Award for Marketing Executive of the Year
League of American Communications Professionals
Impact Award - Change is Here
Marketing Campaign
Health Information Resource Center
Bronze Web Health Award -
Making the Right Choice
interactive content/rich media
Graphic Design USA
American Web Design Award - Learn More educational website
Hermes Creative Awards
Platinum - Change is Here integrated marketing campaign
Gold - Real Life Stories online interactive element
Honorable Mention - Change is Here TV ad Campaign