It’s Super Bowl time for health insurance exchange marketers, as they drop millions of dollars on marketing campaigns aimed at residents without health insurance.
Seventeen states have opted to do the heavy lifting for their own online exchanges, rather than punting that responsibility to federal government. Armed with federal grant money, several state exchanges have recently unleashed clever marketing campaigns that involve everything from handing out freebies at state fairs to hiring on-the-ground salespeople to running print, online, radio and TV ads.
In their campaigns, states are smartly steering clear of political isolation by even mentioning the words “Obamacare” or “healthcare reform,” but their approaches have otherwise been very different.
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Minnesota exchange MNsure chose to take an unconventional and humorous approach with its campaign, depicting the misadventures of folklore hero Paul Bunyan and his companion, Babe the Blue Ox. The tagline: “Minnesota, land of 10,000 reasons to get health insurance.”
It’s an unexpected choice, but certainly one that resonates with the audience of young and healthy people whose willingness to join is crucial to the success of exchanges.
Meanwhile, Vermont’s exchange, Vermont Health Connect, takes the warm-and-fuzzy approach, portraying the exchange as “for Vermonters, by Vermonters.”
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Covered California does something similar with its first ad, shot from the perspective of people driving down a freeway, emphasizing freedom and expanded access to health insurance.
The personalization theme runs through most of these campaigns. Connect for Health Colorado’s TV commercials play out various depictions of “what actually happens when dozens of plans compete for your business.” In the end, “There’s only one winner: You.”
Then there’s the musical approach. According to the Baltimore Sun, Maryland Health Connection is set to release a series of TV and radio ads this month featuring a tune that goes, “Get your coverage online; that’s peace of mind. Gotta have it, gonna get it; convenience I love at MarylandHealthConnection.gov.” Catchy or annoying?
Cover Oregon’s quirky ad campaign also puts music at the center, featuring 20-somethings playing the guitar singing about how Oregonians deserve to be healthy.
Meanwhile, HHS has undertaken a multimillion dollar campaign of its own to promote the federally run insurance marketplace.