marketing opportunity: cover oregon’s challenge amy fauver, chief communications officer, cover...

MARKETING OPPORTUNITY:

COVER OREGON’S CHALLENGE

AMY FAUVER, CHIEF COMMUNICATIONS OFFICER,

COVER OREGON

HEALTHCARE COMMUNICATORS OF OREGON | JUNE 7, 2013

• Overview of Cover Oregon

• Our challenge

• Our opportunity

• The road ahead

• Q&A

WHAT WE’LL COVER TODAY

A quick game of True or False!

BUT FIRST…

OVERVIEW OF COVER OREGON

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

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

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

INDIVIDUAL PRIVATE PLAN CARRIERS

BridgeSpan Health Company

formerly ODS

PUBLIC PROGRAMS

SMALL BUSINESSES• Choice

• Clear information

• Set contribution

• Quality coverage

• Streamlined administration

• Access to tax credits

• Help

SMALL BUSINESS CARRIERS

formerly ODS

DENTAL CARRIERS

formerly ODS

OUR CHALLENGE

= to the number of Timbers fans @ Jeld-Wen Field X 27

MORE THAN 600,000 UNINSURED OREGONIANS

Low Mid High Low Mid High Low Mid HighCY 2014 CY 2015 CY 2016

0

100,000

200,000

300,000

400,000

500,000

98,400160,500

243,300

144,000206,100

290,800

189,600251,700

338,300

29,400

56,900

88,300

49,100

78,500

98,100

58,900

88,300

107,900

127,800

217,400

331,600

193,100

284,600

388,900

248,500

340,000

446,200

Low – High Enrollment Ranges

Individual SHOP*As of December 31st of each year

AMBITIOUS GOALS

AWARENESS IS LOW

COST IS BIGGEST BARRIER

That it was created by the government rather than the private sector

t

DIFFERING MINDSETS

OUR OPPORTUNITY

Health coverage is now available to more Oregonians

Pha

se 1

Awareness + Education

(Now-October)

Pha

se 2

Enrollment

(October-March)

Pha

se 3

Retention/Awareness

(April-October 2014)

Pha

se 4

Enrollment(October-December

2014)

MULTI-PHASE CAMPAIGN

SO, WHO ARE WE TRYING TO REACH?

PERSONAS

Personas

• Young & Healthy

• Passive & Skeptical

• Sick & Worried

• Experienced & Enthusiastic

• Isolated & Independent

Secondary Personas

• Cost-Conscious

• In Transition

• Small Business Owner/HR

INTEGRATED CAMPAIGN

Integrated Campaign

Research

Paid

Media

Earned Media

Digital Outreach

Statewide+ Grassroots

Partners

Marketing Materials

Events + Promotions

• Individual Market (Focus Groups + Survey)

• Small Business (Online Focus Groups)

• Creative/message testing

RESEARCH-BASED CAMPAIGN

PAID MEDIA: PHASE 1

(Billboards, Buses, etc.)

First round of advertising starts end of June/beginning of July

45%

17%

13%

10%

5%

Spot TV/CableRadioDigitalPrintDirect mail

EARNED MEDIA

DIGITAL OUTREACH

Sign up for email alerts at CoverOregon.com

@CoverOregon Facebook.com/CoverOregon

www.LinkedIn.com (search “Cover Oregon”)

www.Plus.Google.com (search “Cover Oregon”)

CoverOregon.com

STATEWIDE + GRASSROOTS PARTNERS

MARKETING MATERIALS

Partner Toolkits/Templates

EVENTS + PROMOTIONS

THE ROAD AHEAD

Key Performance Metric

OPTIMIZATION & TESTING

BUT IT’S ABOUT PEOPLE

QUESTIONS & ANSWERS

Thank you!