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A Conversation About Building Brands and Considerations for an
Outreach Plan to Maximize Health Insurance Coverage for Californians
March 22, 2012
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What is a brand?
A brand is a story about an organization’s purpose, its people and its products/services – an accumulation of impressions in the mind of audiences; a set of characteristics.
“A well defined brand is the most
sustainable asset an organization can have.”
— David Ogilvy
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What brand are we building?
• Overall Goal – As many Californians as possible get and keep
health insurance coverage
• Marketing and Communications Goals – Communicate the value of and create desire for health
insurance – Define and promote a new, trusted marketplace for
affordable health insurance plans and information – Define and promote insurance product offerings, including
new Exchange products
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A few potential brand attributes for the marketplace
Approachable Simple, easy
Affordable Modern
Straightforward Helpful
Trustworthy Capable
High quality customer
service and information
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Begin building our brand story and laying the foundation and framework for messaging:
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From Brand to Messaging
• Develop specific messages under the brand umbrellaConsiderations:
– Messages that resonate with specific insurance customers
• Cultural perspective – Latinos and many others that make up this diverse target
• Life stage as a driver of perspective
– Messages around specific insurance products
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From Brand to Messaging
• What higher level benefits might resonate?– Economic security– Health + wellness + prevention– Peace of mind – access to needed care– Obligation + responsibility – to loved ones and law
abiding
• Relevant messengers are also important - match the message with the messengers
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From Branding to Program . . .
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The Planning Process
Project kick off and immersion
Creative
Develop-
ment
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Audit - assessment of current knowledge, identify gaps
Research objectives and plan
Paid
Media
Planning
PR
Planning
Community
Outreach
Assisters
Planning
Web
Planning
Develop marketing plan, including all disciplines above, budgets and ROI
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Timing
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Audit and
research
March – Early April
Development
plan for each
marketing discipline
segment
Mid - April
Draft plan for
public comment
May board
meeting
Level II Grant
submission
Late June
Brand
framework and messaging
Fall 2012
Launch
+ short-term outreach
Late 2012 - 2013
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We will explore messages by products
• Product usage• Medi-Cal• Healthy Families• Exchange with and without subsidies• Employer sponsored
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Our initial information audit tells us
The challenge:• The majority of newly eligible are communities of color• Many of the newly eligible have English proficiency
issues• Particular terminology issues regarding health care
(e.g., co-pays, deductibles, etc.)
Therefore:• You can’t do it alone• You can’t do it in English only• You have to do it all . . .
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Segment messages for different populations
• Culture/Ethnicity
• Age
• Income
• Health Status
• Business target (SHOP)
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Initial Latino Audience Insights
• Big differences between Spanish language dominant and English dominant populations– Univision/Telemundo/print can reach upwards of 90% of
Spanish dominant*– Spanish-dominant Hispanics trail bilingual and English-
dominant Hispanics in internet and social media use**
• Over 65% of Latinos use some form of social media as a form of communication***
• Messaging: simple, culturally-sensitive, based on community and family
• Importance of influencers – especially local/national television/media personalities
*The Nielsen Company and Stanford University, August 2010
**Pew Research Center, February 2011
***Pew Internet and American Life Project, May 201113
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We need partners. . .
• Partnerships with CBOs, health care providers, those in the community are key
• Use of trustworthy influentials and ethnic media personalities are critical
• Involvement of other government entities is a “must” (schools, WIC, CalFresh, Family PAC, DMV, EDD, etc.)
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Must be culturally and linguistically sensitive
• In language to certain populations• Ensure Assisters represent the diversity of
California• Additional research in other languages/cultures• Simplify and explain health care terminology
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Explore the Use of all channels
• Traditional Media
• Use of ethnic media– Print, radio, television
• Social media– Latinos are the biggest purchasers of smart phones in the U.S.*
• SMS/texting
• Mobile campaigns
• Community-based engagement*Univision data, November 2011
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Next Steps
• Develop business ambition/objective and brand framework
• Identify short-term research for marketing plan development and long-term needs for program launch
• Develop long-term marketing plan for Level II grant funding
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