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Marketing opportunity: Cover oregon’s challenge Amy fauver , chief communications officer, COVER OREGON

Marketing opportunity: Cover oregon’s challenge Amy fauver , chief communications officer, COVER OREGON Healthcare Communicators of oregon | JUNE 7, 2013. O verview of Cover Oregon Our challenge Our opportunity The road ahead Q&A. WHAT WE’LL COVER TODAY.

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Marketing opportunity: Cover oregon’s challenge Amy fauver , chief communications officer, COVER OREGON

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  1. Marketing opportunity: Cover oregon’s challenge Amy fauver, chief communications officer, COVER OREGON Healthcare Communicators of oregon | JUNE 7, 2013

  2. Overview of Cover Oregon • Our challenge • Our opportunity • The road ahead • Q&A • WHAT WE’LL COVER TODAY

  3. A quick game of True or False! • But first…

  4. Overview of cover Oregon

  5. Cover Oregon is a new online marketplace where Oregonians can compare and enroll in health coverage that fits their needs and budget, and also access financial help. • Online marketplace

  6. OVERVIEW • Created in 2011 by Oregon Legislature • Formed as public corporation • Key piece of Affordable Care Act • Timeline: • October 2013: Open enrollment • January 2014: Coverage begins • January 2016: Groups to 100 Employees

  7. Individuals AND FAMILIES • Financial help • Clear information and price transparency • Side-by-side comparisons • One-stop shopping • Quality coverage and grades • Help enrolling • HSA-eligible plans

  8. BridgeSpan Health Company • Individual Private plan carriers formerly ODS

  9. Public programs

  10. Small businesses • Choice • Clear information • Set contribution • Quality coverage • Streamlined administration • Access to tax credits • Help

  11. small BUSINESS carriers formerly ODS

  12. Dental carriers formerly ODS

  13. Our challenge

  14. = to the number of Timbers fans @ Jeld-Wen Field X 27 MORE THAN 600,000 UNINSURED OREGONIANS

  15. Ambitious goals

  16. Awareness is low

  17. Cost is biggest barrier That it was created by the government rather than the private sector t

  18. Differing mindsets

  19. Our opportunity

  20. Health coverage is now available to more Oregonians

  21. Multi-phase campaign

  22. SO, WHO ARE WE TRYING TO REACH?

  23. personas Personas • Young & Healthy • Passive & Skeptical • Sick & Worried • Experienced & Enthusiastic • Isolated & Independent Secondary Personas • Cost-Conscious • In Transition • Small Business Owner/HR

  24. Integrated campaign

  25. Individual Market (Focus Groups + Survey) • Small Business (Online Focus Groups) • Creative/message testing • Research-based campaign

  26. PAID media: Phase 1 (Billboards, Buses, etc.) First round of advertising starts end of June/beginning of July

  27. Earned media

  28. Digital outreach Facebook.com/CoverOregon Sign up for email alerts at CoverOregon.com @CoverOregon www.Plus.Google.com (search “Cover Oregon”) www.LinkedIn.com (search “Cover Oregon”) CoverOregon.com

  29. STATEWIDE + grassroots partners

  30. Marketing materials Partner Toolkits/Templates

  31. Events + promotions

  32. The road ahead

  33. OPTIMIZATION & TESTING • Key Performance Metric

  34. But It’s about people

  35. Questions & Answers

  36. Thank you!

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