HOW DO YOU SELL STATE-SPONSORED HEALTH INSURANCE TO THOSE BELOW THE POVERTY LEVEL?
ACTION: McFarland was selected via a competitive bid process – and from among a dozen local competitors — to implement the public-outreach portion of the program’s launch campaign. We got the ball rolling with good old-fashion research – both secondary and primary – and identified the influential stakeholders who would both be impacted by and could impact the success of the program. Multiple focus groups were conducted in differing communities (urban, suburban and rural) to test outreach concepts with existing program members and potential applicants, which pinpointed the most effective communication approach regardless of community culture. From there, the ad and marketing designs and strategies were born. But shiny objects are never enough to implement a successful campaign – because people are about relationships, and relationships are what truly move the needle on human behavior. We know this – and so we got busy identifying hospital and clinical navigators who already own relationships day in and day out with the primary stakeholders – and we worked with the client to package digital tool kits that hospitals and clinics could use to marketing the program in their own communities using their existing communication channels. We also got client officials on the speaking trail, where they spanned the state giving presentations to key community influencers. And, of course, we reached out to the news media to help generate awareness and drive interest among the primary stakeholder group.
RESULTS: More than 366,800 participants enrolled in the program in only 10 months, exceeding the annual enrollment goal of 350,000 in 12 months – and we brought in those results $200,000 under budget. Navigators downloaded more than 500 of the digital tool kits, and client staff participated in more than 80 presentations across the state. Additionally, more than 150 media placements were achieved, along with 522,283 visits to the program Website in 10 months.
CLIENT FEEDBACK: “Home run!”