Access Health CT
A 360º effort brings a health insurance marketplace to life
As agency of record for the historic rollout of “Obamacare” in Connecticut, we knew no template existed for the challenges we faced.
So we developed and executed an entire go-to-market strategy encompassing awareness, education, engagement and enrollment, going well beyond an agency’s traditional role.
- What we did
- Qualitative research
- Creative/usability testing
- Buyer personas
- Customer journeys
- Message architecture
- Communications plan
- Brand identity
- UX/UI
- Site development
- Digital advertising
- TV
- CRM
- Direct mail
- OOH
- Public relations
- Experiential/events
- SEO/SEM
Innovative outreach strategies
Not content to wait for customers to find us, we put feet on the street, mobilizing a salaried outreach team fashioned after political canvassing. Plus, we opened new Apple Store-inspired Enrollment Centers – unique to CT – that allowed people to meet face-to-face with brokers for assistance.
Ease, education and frequency
How do you convert skeptical customers who have no awareness of you? For us, the answer was an inviting brand identity, a focus on the challenges real people face, and a tireless commitment to building relationships (via DM, social, text, nurture emails and more).
High quality engagement
More than 30% of enrollments came through professional brokers at our centers and fairs. For those checking out AccessHealth CT online, an educational website helped guide decision making, achieving an average engagement time of nearly three minutes!
An overwhelming response
Access Health CT’s launch was so successful that a case study featuring our integrated marketing strategy is now taught as part of the curriculum at Harvard Business School and Harvard School of Public Health.
Results
208,000 enrolled
more than double the state’s goal
2,267,000 visitors
to the website
132% increase
in awareness
15 awards
including DMA Echo, Telly and Insurance Marketing & Communications Association