Driving Customer Interest and Action
The Assignment: Launching A New Brand
Name, promote and build a best-in-class web portal to connect Rhode Island citizens with health insurance options (as part of the Affordable Care Act).
With so much to know and so much on the line, Rhode Island residents needed a tool that could help them process a vast amount of information and enable them to make an intelligent health plan choice.
We created an intuitive, streamlined healthcare portal that distilled complex healthcare information into something that could be easily navigated and digested.
The program drove information and registration—and Rhode Island was cited by U.S. News as among the top 10 states in the nation for the success of its healthcare access.
For the initial launch efforts, the campaign delivered more than 36.7MM impressions with 19-29% of enrollments were directly attributed to paid media efforts. Additionally, the second wave of activity drove a 94 percent increase in unique visitors to the website with 45 percent being new visitors.