Access Health CT – A 360º effort brings a health insurance marketplace to life

The power of optimism

Careful analysis of consumers revealed they were skeptical of health care reform and unfamiliar with Access Health CT. To gain acceptance fast, we created a brand that captured the optimism of a movement, starting with a simple, hopeful rallying cry and a sunny new identity that was overwhelmingly embraced by users in testing.

High quality engagement

After standing up a website in just a month, we continually enhanced it, emphasizing interactive education and storytelling to help guide decision making. The site achieved an average engagement time of nearly three minutes!

Real people, real relationships

To drive traffic to the site, we wanted to create a genuine connection with prospects. So we developed TV, digital and OOH that featured real people sharing their very relatable health insurance challenges. From there, we focused relentlessly on relationship-building (via DM, social, text, nurture emails and more) to help move prospects to enrollment.

Innovative outreach strategies

Not content to just wait for customers to find us, we also 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. More than 30% of enrollments came through brokers at our centers and fairs.

An overwhelming response

Access Health CT’s launch was so successful that a case study featuring our integrated marketing strategy has been taught as part of the curriculum at Harvard Business School and Harvard School of Public Health.

Results