silver state health insurance exchange developing a brand name for the exchange march 14, 2013

SILVER STATE HEALTH INSURANCE EXCHANGEDeveloping a Brand Name for the Exchange

March 14, 2013

© KPS3 2013. Not to be reproduced or used without permission. kps3.com

THE TASKDevelop a public-facing name for the Silver State Health Insurance Exchange, and ensure that options provided have a complementary Spanish translation and all have an available URL.


THEPROCESS

UNDERTAKEN

Step 1: Review of Existing Informationand Research


Names used among other states:

•Covered California – www.coveredca.com

•Hawaii Health Connector – www.hawaiihealthconnector.com

•Maryland Health Connection – www.marylandhealthconnection.gov

•Massachusetts Health Connector – www.mahealthconnector.org

•One Mississippi – www.onemississippi.com

•Cover Oregon – www.coveroregon.com

•Vermont Health Connect – www.healthconnect.vermont.gov

•Washington Healthplanfinder – www.wahbexchange.org

Step 1: Review of Existing Information and Research


Robert Wood Johnson and other states’ existing research on target markets’ views on Exchange names

•Target sought straightforward language

•Did not understand or like the word ‘Exchange’

•Liked words such as connect/connector, link, cover

•Wanted messaging to be serious in tone

•Messaging relating to self resonated best, then family, then community

•Liked the state name to be listed as part of the brand name

•Felt some reference to health insurance is important

•Wanted the opportunity to access care and understand what options they

qualify for

•Terms such as “trustworthy,” “reliable info.” and “advocacy” did not resonate

Step 1: Review of Existing Information and Research


THEPROCESS

UNDERTAKENStep 2: Develop List of Potential Names


• Gain input from Exchange staff

• Include Silver State Health Insurance Exchange as a name

option to test

• Develop long possible list to vet against research

• Develop Spanish versions of names

• Determine if other organizations in state use something

similar and eliminate those

• Determine availability associated URLs and procure them

(eliminate those without available URLs)

Step 2: Develop List of Potential Names


THEPROCESS

UNDERTAKENStep 3: Vet Shortened List with SSHIX and Working Group


• Working group provided valuable input, especially with

respect to Spanish names and meanings

• Added the word “my” to some names

• Added the word “solutions” to the list of options for names

• Culled list to approximately eight in both English

and Spanish

• Determined that the name should be able to stand on its

own without references from other brand assets (logo,

tagline, messaging, etc.)

Step 3: Vet Shortened List with SSHIX and Working Group


THEPROCESS

UNDERTAKEN

Step 4: Conduct Focus Group Research with Target Markets


• Participants recruited:

• Uninsured and underinsured individuals with incomes less

than 200% FPL, between 200 and 400% FPL and Latinos with

incomes less than 400% FPL

• English Groups (20 total participants between two groups)

• Ages 21-65

• Annual incomes $17,000-$50,000

• Spanish Groups (16 total participants between two groups)

• Ages 21-65

• Annual incomes $17,000-$39,000



1

English Names Tested:

All In NevadaGet Covered NevadaNevada Health LinkNevada HealthHubMy Health Insurance LinkMy Health Insurance NevadaNevada Health Benefit SolutionNevada Health Insurance SolutionNevada’s Health Benefit SourceNevada’s Health Insurance Connect *Note: Silver State Health Insurance Exchange was tested and because of the groups’ lack of awareness/understanding of the word “exchange,” this tested unfavorably



1

Proof Points from English Groups:

All In Nevada – name not viewed favorably because of gaming tie/vaguenessSelected as first choice by 1 out of 20 respondents Get Covered Nevada – not viewed favorably because it sounds like auto insurance/too vagueSelected as first choice by 0 out of 20 respondents Nevada Health Link – viewed favorably by most; some indicated it sounds restricted to the webSelected as first choice by 1 out of 20 respondents Nevada HealthHub – not viewed favorably because it sounds like a spa, club or barSelected as first choice by 0 out of 20 respondents

My Health Insurance Link – initial discussion around “my” was positive; often selected as second choice Selected as first choice by 0 out of 20 respondents



1

Proof Points from English Groups (cont.):

My Health Insurance Nevada – viewed favorably, more so than “link”; found it to be clear and simpleSelected as first choice by 2 out of 20 respondents Nevada Health Benefit Solution(s) – viewed favorably; the word “solution” immediately resonated; one group insisted upon solutions (plural) Selected as first choice by 3 out of 20 respondents Nevada Health Insurance Solution(s) – viewed favorably; liked the word “insurance” more than benefitSelected as first choice by 10 out of 20 respondents Nevada’s Health Benefit Source – not viewed favorably because of the word “source”Selected as first choice by 0 out of 20 respondents

Nevada Health Insurance Connect – not viewed favorably because of the word “connect”; too exclusive to the internet or Job ConnectSelected as first choice by 0 out of 20 respondents



1

Spanish Names Tested:

Todos en Nevada (All In Nevada)

Cúbrete Nevada (Get Covered Nevada)

Enlace Salud Nevada (Nevada Health Link)

Centro Salud Nevada (Nevada HealthHub)

Enlace de Seguro Médico Nevada (Nevada Health Insurance Link)

Mi Seguro Médico Nevada (My Health Insurance Nevada)

Solución Beneficio Médico Nevada (Nevada Health Benefit Solution)

Solución Seguro Médico Nevada (Nevada Health Insurance Solution)

Fuente Beneficio Médico Nevada (Nevada’s Health Benefit Source)

Conector Seguro Médico Nevada (Nevada’s Health Insurance Connect)

*Note: Due to language nuances, some Spanish names do not translate exactly.



1

Proof Points from Spanish Groups:

All In Nevada (Todos en Nevada) – not viewed favorably; too vagueSelected as first choice by 1 out of 16 respondents Get Covered Nevada (Cúbrete Nevada) – not viewed favorably; too vagueSelected as first choice by 0 out of 16 respondents Nevada Health Link (Enlace Salud Nevada) – not viewed favorably; too vagueSelected as first choice by 0 out of 16 respondents Nevada HealthHub (Centro Salud Nevada) – mixed views from “very good” to “not focused on Latinos/no meaning”Selected as first choice by 0 out of 16 respondents

Nevada Health Insurance Link (Enlace de Seguro Médico Nevada) – viewed better than HealthHub; more clearSelected as first choice by 5 out of 16 respondents



1

Proof Points from Spanish Groups (cont.):

My Health Insurance Nevada (Mi Seguro Médico Nevada) – viewed favorably, and best in one of the two Spanish-speaking groupsSelected as first choice by 8 out of 16 respondents Nevada Health Benefit Solution (Solución Beneficio Médico Nevada) – mixed views; some viewed as confusing (“benefit”)Selected as first choice by 0 out of 16 respondents Nevada Health Insurance Solution (Solución Seguro Médico Nevada) – viewed favorably; “it will solve the medical problems we have”Selected as first choice by 2 out of 16 respondents Nevada’s Health Benefit Source (Fuente Beneficio Médico Nevada) – not viewed favorably; long and vagueSelected as first choice by 0 out of 16 respondents

Nevada Health Insurance Connect (Conector Seguro Médico Nevada) – not viewed favorably; infers cheap insurance and a disconnected processSelected as first choice by 0 out of 16 respondents



THEPROCESS

UNDERTAKEN

Step 5: Narrow List after Focus Groups for Working Group to Vet


• Working group vetted information and added clarity to Spanish phrasing

• Group discussed balance of what target audience wants/needs and the

desire for something more creative/emotive

• Agreed that with a more literal, straightforward name to add a more

creative/emotive tagline and logo

• Narrowed list and added one for these English and Spanish finalists



Proof Points: Reception to the word “my” is positive. Top contender among Spanish focus groups; third-place among English groups.

“That sounds positive. You can go there and more or less ask for anything or find anything because it’s yours.”

URLs Secured:

MYHEALTHINSURANCENEVADA.COM*MYHEALTHINSURANCENV.COM

MISEGUROMEDICONEVADA.COMMISEGUROMEDICONV.COM

*.NET and .ORG also secured for all options


My Health Insurance NevadaMi Seguro Médico Nevada

OPTION 1


OPTION 2

Proof Points: Word “link” is positively received by English and Spanish groups. Groups said the name lends itself to an internet-based solution, and is a contender if the Exchange desires that connotation.

URLs Secured:

NEVADAHEALTHLINK.COMNVHEALTHLINK.COM

ENLACEDESEGUROMEDICONEVADA.COMENLACEDESEGUROMEDICONV.COM



Nevada Health LinkEnlace de Seguro Médico Nevada


OPTION 3

Proof Points: The word “solutions” immediately resonates with the target. The title is viewed as “relieving.” First and second choices among English and Spanish groups, respectively.

“It has everything: Nevada, health, and insurance, and it’s the solution to your problem.”

URLs Secured:NEVADAHEALTHINSURANCESOLUTIONS.COM NVHEALTHINSURANCESOLUTIONS.COM

SOLUCIONESDESEGUROMEDICONEVADA.COM SOLUCIONESDESEGUROMEDICONV.COM



Nevada Health Insurance SolutionsSoluciones de Seguro Médico Nevada


OPTION 4

Proof Points: Combines top-resonating words “solutions” and “my.” Added by working group based on results from focus group sessions.

URLs Secured:

MYHEALTHINSURANCESOLUTIONS.COMMISSOLUCIONESDESEGRUOMEDICO.COM



My Health Insurance SolutionsMis Soluciones de Seguro Médico


THEBOARD’SDECISION

Step 6: Determine a Brand Name forthe Exchange


Determine the final name for the Exchange:

Step 6: The Board’s Decision

Option 1 My Health Insurance Nevada Mi Seguro Médico Nevada

Option 2 Nevada Health Link Enlace de Seguro Médico Nevada

Option 3 Nevada Health Insurance Solutions Soluciones de Seguro Médico Nevada

Option 4 My Health Insurance Solutions Mis Soluciones de Seguro Médico


NEXT STEPS After the Board Selects Final Name


• KPS3 to develop tagline and logo options for the final name

• Focus groups to test reactions to the name/logo/tagline

combinations in late March

• Finalist name/logo/tagline brought to Board in April

• KPS3 to finalize all elements to provide to Xerox in April

• KPS3 to begin utilizing elements in all marketing and outreach

materials being developed for Phases 2 and 3

Next Steps

THANK YOU

silver state health insurance exchange developing a brand name for the exchange march 14, 2013

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