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Exchange Name

Rate Announcement

Uninsured Population

Target Enrollment
5.3 million

Total Population

Promotional Efforts


Covered California

7.1 million in 2011

Covered California has issued $37 million in grants to 48 community organizations and agencies that are working with 200 other groups on outreach and enrollment efforts. It has established partnerships with Univision, Telemundo, La Opinion and impreMedia to implement Spanishlanguage media campaigns through TV, radio, print and digital media to try to overcome the language barriers of educating its population about the exchange. Covered California has released TV ads in both English and Spanish, with plans to continue a statewide campaign through television and radio ads, digital and social media and an updated website. In addition, the state has signed a $900,000 contract with Oglivy Public Relations, which will try to get TV shows such as Modern Family and The Biggest Loser to promote the ACA. Sources: Healthcare News & Insights' "Healthcare Business & Technology," PRNewswire/Yahoo! Finance


Connect for Health Colorado

753,842 in 2011



Colorado is among the highest spenders on ACA outreach and education. The state plans to spend about $21 million -- or $4 per resident -- on efforts to promote the law's provisions. So far, Colorado has spent more than $1 million on its early-summer marketing efforts, including three television advertisements to reach young sports fans. Source: AP/Denver Post


Access Health CT

284,000 in 2012



Connecticut has partnered with community organizers and launched a campaign effort of billboards, television and radio ads and pamphlets to promote the ACA and the states health insurance exchange. In June, the state released a Change is Surprising TV ad, which highlighted some benefits that would be available due to the ACA. In July, the state released its Change is Here TV ad, directing consumers to its exchange website. Also in July, Access Health CT released a TV add highlighting ACA benefits for small businesses, called Change is Good. In addition, outreach teams took to the states beaches during Aug. weekends to hand out sunscreen bottles and fly an aerial banner that says, Get Covered!, while handing out information about the ACA and how to enroll in the states exchange. Sources: ACA Watch , Camarillo Publishing


DC Health Link

42,737 in 2011



DC Health Link has established several promotional, outreach and educational partnerships in order to spread awareness about the insurance exchange, including agreements with CVS Caremark, DC United, 35 DCbased groups and the Restaurant Association of Metropolitan Washington and the National Association of Health Underwriters. In addition, DC Health Link will host a series of two-hour training sessions in person and online to help educate DC insurance brokers, as well as several town hall meetings to educate DC residents. Sources: Kaiser Health News, DC Health Link press release , DC Health Link press release, DC Health Link press release, DC Health Link press release, DC Health Link press release, DC Health Link Press release


Exchange Name

Rate Announcement

Uninsured Population

Target Enrollment

Total Population (2012)

Promotional Efforts


Hawaii Health Connector

Rates are not available yet.

94,510 in 2011



The Hawaii Health Connector in August launched a marketing campaign that includes print, broadcast and online advertisements, as well as ongoing participation in community events and outreach efforts. The campaign will highlight the types of benefits that individual and small business consumers can expect when the exchange opens. In addition, the Connector in early August partnered with 34 organizations in a statewide effort to boost awareness about the exchange. Sources: Pacific Business News, Hawaii Health Connector press release


Your Health Idaho

255,479 in 2011



Your Health Idaho has hired a communications team lead by Gallatin Public Affairs to assist with outreach efforts. Source: Your Health Idaho



640,000 in 2012

Kynect is working to reach all eligible Kentuckians Kynect spokesperson Jill Midkiff told American Health Line.


In June, Kentucky's health insurance exchange launched an $11 million outreach campaign, which includes bus, digital, television, print and radio ads, as well as a mobile tour, Kynect spokesperson Jill Midkiff told American Health Line. She said the first phase of the campaign aims to educate Kentuckians about the exchange, and as open enrollment approaches the campaign will shift its focus to encouraging Kentuckians to enroll in health plans offered on Kynect.


Maryland Health Connection

Individual Plans:

595,770 in 2011



Small Businesses:

Promotional efforts for the Maryland Health Connection span various forms of multimedia, including television spots, print advertisements and digital banner ads. One commercial uses the slogan, "It's a new day," and touts the practical benefits of having health coverage, most notably "peace of mind." The print ads -- which are blue and green, the signature colors of MHC -- provide basic information and answers to frequently asked questions about the health exchange. Ads also will appear in both English and Spanish and include resources and information on enrollment. The exchange also has announced partnerships with the Baltimore Ravens, Giant Food and CVS Pharmacy. Sources: Baltimore Sun, Capital Gazette, The Hill's "Healthwatch," Maryland Health Connection, Wall Street Journal's "Washington Wire"

Massachusetts Massachusetts Health Connector

267,661 in 2011

Near universal coverage by 2014


Massachusetts Health Connector, which was launched after the states 2006 health care law was enacted, has rolled out a transition plan called Connector 2.0 that would ensure the insurance becomes a federally compliant state health insurance exchange by 2014 in order to achieve "near universal coverage" in the state. The plan includes a multilingual promotional campaign that includes TV, radio and online ads, which expand on an ad campaign that was used after the state law was enacted. For example, this ad features former Boston Red Sox player Tim Wakefield,


Exchange Name

Rate Announcement

Uninsured Population

Target Enrollment

Total Population (2012)

Promotional Efforts

while this series of ads explains important insurance terms like annual deductible and provider networks. Sources: Kaiser Health News, 8/3; Kaiser Health News, 9/4



462,930 in 2011



MNsure began running outreach and education advertisements in August featuring Paul Bunyan and Babe the Blue Ox. The $9 million campaign includes television, print and radio ads that show Bunyan undergoing medical exams and being injured. Source: St. Paul Pioneer Press


Silver State Health Insurance Exchange/Nevad a Health Link




Nevada postponed a television ad campaign until November, aiming for more of a soft launch when the exchange goes online Oct. 1. Previous efforts began on July 15 with radio and print ads, mobile ads and social media efforts using real-life examples of people who are uninsured. Sources: BloombergBusinessweek, Las Vegas Sun, AP/Las Vegas Review Journal

New Mexico

New Mexico Health Insurance Exchange


Individual marketplace: 80,000 in first six months Small Business: 8,400 in first six months Up to 211,000 people by 2020


The exchange is spending $7 million on the "Be Well New Mexico" campaign, which will include radio, print and TV ads, 34 billboard ads, a website and social media efforts. The first radio spots already began running -- including on nine Hispanic and three Native American stations -and the TV ads will air Oct. 1. The campaign also includes an original "Be Well New Mexico" song. Sources: Sacramento Bee, Albuquerque Business First, Albuquerque Business First, AP/Yahoo! News

New York

New York State of Health

Press release:

2.7 million

Individual marketplace: 615,000 Small Business: 450,000


New York is promoting its exchange through several YouTube videos and an advertising campaign. It also will establish regional advisory committees to determine how best to reach people most likely to enroll in the exchanges. Sources: The Hill, Kaiser Family Foundation, Poughkeepsie Journal News' "Politics on the Hudson," Poughkeepsie Journal



Cover Oregon

560,000 in 2012

Small Business marketplace: 217,000 in 2014 Oregon Health Plan: 136,000 in


Cover Oregon in July launched a four phase outreach campaign, including television, radio, print, billboard and digital ads. In an interview with American Health Line, Cover Oregon spokesperson Ariane Holm said the first phase would promote awareness and education about the exchange, the second phase would focus on enrollment, the third phase would focus on re-enrollment and the fourth phase would focus on open enrollment in October 2014.


Exchange Name

Rate Announcement

Uninsured Population

Target Enrollment

Total Population (2012)

Promotional Efforts


Rhode Island

Health Source RI


Goal is "near universal coverage," according to the states exchange board. N/A


Rhode Island has dedicated more than $5 million on an outreach campaign that includes television ads, outreach efforts at community centers and other promotional efforts. Source: WPRI


Avenue H

417,274 in 2011 40,681 in 2011


Utahs health insurance exchange is currently considering its promotional options and has not yet announced any specific details, Avenue H spokesperson Steve Gooch told American Health Line. Over the summer, Vermont Health Connect launched a series of television and radio ads aimed at promoting the marketplace and educating consumers about their options. The exchange has also released educational material and online tools intended to help consumers better understand the benefits of the exchange. In addition, representatives of Vermont Health Connect, who are serving as navigators, are visiting all areas of the states to discuss the exchange with residents and small business owners. Sources: AP/Johnson Daily Journal, 9/22; Wall Street Journal, 8/30


Vermont Health Connect

Up to 266,000 in the exchange's first year



Washington Health Benefit Exchange


About 280,000


The exchange has launched radio and web advertising statewide. Source: Washington Health Benefit Exchange