A Look at Exchange Advertising & Marketing

Having launched Affordable Care Act online advertising campaigns in 39 States, Audience Partners is in a unique position to analyze the early promotional efforts. The multi-million dollar online advertising campaigns include sponsors from the federal government, state exchanges, advocacy groups, and private insurers nationwide. Interestingly enough, Audience Partners finds that no one refers to the Affordable Care Act (ACA) by name. Even the HHS only refers to the ACA as “the healthcare law.”

State exchanges are focusing their messaging around several common themes. Many focus on financial help. One ad in California that “welcomes” viewers “to the financial help” they “need to get health coverage.” An ad in Maryland that offers “$0 or low cost health coverage is now within your reach.” New York is stressing the affordable nature of the health insurance coverage with copy like “Today’s the day that a broken arm doesn’t have to break the bank.” New York also stresses quality coverage in order to overcome the objection that people may view these health plans as inferior. One ad said, “Today’s the day you can afford a quality health plan.”

The insurers seem to be taking a different route. Many are just offering general branding. One online video from Health Republic Insurance differentiates itself from the larger insurers by saying that the company doesn’t pay millions to CEOs or have to worry about shareholders. ConnectiCare focuses its ads on “budget-friendly rates” and extras like its college tuition rewards program. Many insurers’ ads stress that they have answers to what health reform means to consumers. For more information, visithealth.audiencepartners.com.

Last Updated 05/25/2022

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