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