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Marketing opportunity: Cover oregon’s challenge Amy fauver , chief communications officer, COVER OREGON PowerPoint Presentation
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Marketing opportunity: Cover oregon’s challenge Amy fauver , chief communications officer, COVER OREGON Healthcare Communicators of oregon | JUNE 7, 2013. O verview of Cover Oregon Our challenge Our opportunity The road ahead Q&A. WHAT WE’LL COVER TODAY.

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Presentation Transcript
slide2

Marketing opportunity:

Cover oregon’s challenge

Amy fauver, chief communications officer,

COVER OREGON

Healthcare Communicators of oregon | JUNE 7, 2013

slide3
Overview of Cover Oregon
  • Our challenge
  • Our opportunity
  • The road ahead
  • Q&A
  • WHAT WE’LL COVER TODAY
slide6
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
slide7

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
slide8

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
slide9

BridgeSpan Health Company

  • Individual Private plan carriers

formerly ODS

small businesses
Small businesses
  • Choice
  • Clear information
  • Set contribution
  • Quality coverage
  • Streamlined administration
  • Access to tax credits
  • Help
slide13
Dental carriers

formerly ODS

slide15
= to the number of Timbers fans @ Jeld-Wen Field X 27

MORE THAN 600,000 UNINSURED OREGONIANS

slide18
Cost is biggest barrier

That it was created by the

government rather than the

private sector

t

slide24
personas

Personas

  • Young & Healthy
  • Passive & Skeptical
  • Sick & Worried
  • Experienced & Enthusiastic
  • Isolated & Independent

Secondary Personas

  • Cost-Conscious
  • In Transition
  • Small Business Owner/HR
slide26
Individual Market (Focus Groups + Survey)
  • Small Business (Online Focus Groups)
  • Creative/message testing
  • Research-based campaign
slide27

PAID media: Phase 1

(Billboards, Buses, etc.)

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

slide29
Digital outreach

Facebook.com/CoverOregon

Sign up for email alerts at CoverOregon.com

@CoverOregon

www.Plus.Google.com

(search “Cover Oregon”)

www.LinkedIn.com

(search “Cover Oregon”)

CoverOregon.com

slide31
Marketing materials

Partner Toolkits/Templates

slide34

OPTIMIZATION & TESTING

  • Key Performance Metric