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Outreach and Communications Advisory GroupOctober 10, 2012
Agenda
• Updates
• Introduction to Branding Video
• Discussion of research about Exchange branding
• Small group breakouts
• Discussion of next steps
• Schedule of future meetings
Updates
Update from September meeting
Staffing
User Interface feedback
Marketing RFI
Navigator program hiring
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Goal of Discussion
• Gain an understanding of research done across the country about naming Exchanges
• Obtain feedback about current name and other Exchange brands
• Create best description of what our Exchange represents
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Exchange Brands
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Common Themes among State Exchanges
• Convenient, “one-stop” shopping• State-based coverage (Built by Colorado for
Coloradans)• Transparency: ability to make “apples-to-apples”
comparison• Find the most affordable option• Utilizing personal stories, featuring local residents
in scrolling photo sections on their homepages or highlighting how they will benefit from the Exchange
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Emerging Trends with State Exchanges
• Many state exchanges are offering text updates and have become active on social media, including accounts on Twitter, Facebook and YouTube.
• Exchanges are publishing FAQs, branded handouts and implementation timelines to help consumers navigate changes and understand how ACA will impact their states – some websites have even published countdown clocks.
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Brand Attributes
Trustworthy User-friendly Transparent
Choice Comparisons Affordable
Innovative Simple
Feelings the Exchange Could Convey
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Confidence Trust
Security Comfort
Satisfaction Safety
Happy Knowledgeable
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Common Messaging
• The Right Fit: [Exchange] wants to help you find the health insurance plan that is right for you.
• Marketplace: A website where you can compare different health insurance plans and choose the one you like.
• Help: [Exchange] provides easy to follow online guides, help forums and phone and online access to real people who can walk you through the entire process.
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Common Messaging (continued)
• More Choices: Small businesses can offer employees multiple plans to choose from, so they can get the health insurance plan that best fits their needs.
• Simplicity: One central place to easily compare the different plans and options.
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What We Have Learned
• “Exchange” tests poorly• People value and prioritize help• “Health plans” is better than “healthcare” or
“health”• Choice is valued• Affordability is always top of mind– For lower-income audiences “low cost or free”
tests the best
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Analysis
• Existing brands in this space cover a broad range• A brand’s tone is often determined by its audience
(statewide audience, private insurance purchasers, Medicaid-eligible)
• Brands can be hurt by appearing overly professional (i.e., cold) or too casual (i.e., low quality)
• Successful brands are readily recognizable and can be applied across mediums
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Small Group Breakouts
Discuss:
– Feedback on current name and logo– A phrase that best describes the work of our
Exchange– The top five attributes of our Exchange– Feedback on the Oregon and Maryland exchanges’
branding efforts
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Results
– Feedback on current name and logo
– A phrase that best describes the work of our Exchange
– The top five attributes of our Exchange
– Feedback on the Oregon and Maryland exchanges’ branding efforts
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Next Steps
Review of potential names and logo options
Next meeting: Tentatively scheduled for October 31, 10:30 am
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THANK YOU
@COHBE