The Marketing Strategy that went to Harvard!

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.

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What we

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.

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 has been taught as part of the
curriculum at the Harvard Business School and the Harvard T.H. Chan School of Public Health.
Final Result
More than double
of its goal


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
Bronze - Change is Here
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
Telly Awards
Platinum - Change is Here integrated marketing campaign Gold - Real Life Stories online interactive element Honorable Mention - Change is Here TV ad Campaign
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