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Access Health CT

Making the historic launch of “Obamacare” in Connecticut the nation’s most successful with a 360 strategy.

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Kirsten held a key role in the launch of the CT Healthcare Exchange. Her responsibilities included the management of a $15 million media plan including reporting and optimization, multi-cultural and partnership strategy and oversight and management of all campaign assets – video, interactive, web, digital advertising, OOH.

The effort was much like that of a startup – new category, no identity, no awareness – and had the added challenge of being politically charged. It started with the development of a go-to-market strategy that addressed branding, awareness, education, engagement and enrollment.

Every element of the campaign delivered consistent messaging and was driven by a seamless user experience, frequent touches and response-focused advertising that drove to an interactive website. It was so successful that a case featuring the integrated marketing strategy is being taught by both the Harvard Business School and School of Public Health.

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RESULTS

The nation’s most successful healthcare exchange launch resulted in:

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enrolled, more than

double the state’s

goal

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unique site visits

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increase in

awareness

Deliverables

Go-to-market strategy /Media plan & management / Brand identity/

Research / Website / User testing / Interactive tools & decision guides /

Social media / Print & digital ads / TV & radio ads / SMS campaign / Paid

search campaign / Billboards / Bus signage / Door hangers / Community

outreach events / Enrollment centers / Enrollment fairs / Town hall

meetings / Broker & partner programs / Analytics & optimization

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