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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.

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Success

Marketing Strategy Delivers Results

100,000

230,000

Goal

Final Result

More than double of its goal

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.

Enrollees in the first year

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.

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Awards 

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Telly Awards

Bronze - Change is Here local TV & cable campaign

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Insurance Marketing Communications Association

Total Sales/Marketing/Branding Campaign Award of Excellence for the Exchange educational website

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American Business Awards

League of American Communications Professionals

Gold Stevie Award for Executive of the Year

Silver Stevie Award for Marketing Executive of the Year

Impact Award - Change is Here

Marketing Campaign

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Health Information Resource Center

Bronze Web Health Award - Making the Right Choice

interactive content/rich media

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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