Brand Positions Exchange as “Connecticut’s Health Insurance Marketplace”

HARTFORD, CT, February 19, 2013— The Connecticut Health Insurance Exchange has announced its new name: Access Health CT.  The name is part of a larger ongoing branding effort to help effectively communicate the Exchange’s strong consumer focus. It is paired with a logo of an orange sunburst, illustrating the friendly and approachable service that the organization will provide to state residents, and the descriptor, “Connecticut’s health insurance marketplace.” Using the look and feel of the new brand, a new Access Health CT microsite was developed to give consumers and small businesses all the information they need in an easy­‐to­‐navigate and understandable way.

Extensive consumer testing was undertaken to ensure the name, logo, descriptor and colors were effective for increasing awareness of the Exchange and conveying that it will be accessible, welcoming and helpful. Conducted over several months with more than 300 likely Exchange customers, the research showed that people want convenience, assistance, and understandable options when it comes to health care insurance.  The sun logo was seen as warm and inviting, and depicting “a brighter day for Connecticut” according to one research participant.

The new microsite, www.accesshealthct.com, explains how the Exchange works, reviews eligibility requirements, and covers the latest news, events and frequently asked questions and answers. It also offers a special online savings calculator to help individuals and small businesses compute their potential savings in advance of open enrollment, which starts October 2013.

“The goal is to make Access Health CT consumer friendly—a true competitive marketplace for people to obtain high quality health insurance coverage,” said Jason Madrak, Access Health CT’s Chief Marketing Officer. “This is going to be the one place Connecticut residents and small business owners can go to compare and choose robust health insurance plans from brand-­name companies. It’s where individuals will find out if they’re eligible for discounts through tax credits or if they’re qualified for Medicaid. And where small businesses will see what tax benefits they may receive for providing coverage to their employees. Our brand and image now reflect the experience we hope people will have when they use our services, and the passion our organization brings to delivering this critical new marketplace for Connecticut.” Madrak joined the Exchange in July 2012 as Director of Marketing and was recently promoted to Chief Marketing Officer.

The brand was created with the help of Access Health CT’s new marketing partner, Pappas MacDonnell.  Pappas MacDonnell is a Connecticut­‐based marketing and communications agency that works with brands in financial services, insurance, health care, and business services. They specialize in simplifying complicated issues in ways that are consumer friendly and easily understood.

“We selected Pappas MacDonnell after a lengthy and competitive Request for Proposal and presentation process,” said Madrak. “The excellent work they’ve done on our brand development is just the start of what we know will be a great partnership.”

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About Access Health CT

Access Health CT (also known as the Exchange) was created by the Connecticut Legislature in 2011 and is a quasi-­public agency established to satisfy requirements of the federal Affordable Care Act. Its mission is to increase the number of insured residents in Connecticut, promote health, lower costs and eliminate health disparities. Its vision is to provide a simple online shopping and enrollment experience for state residents and small businesses, starting with open enrollment in October 2013.

Access Health CT will ensure that participating health plans meet certain standards, and will facilitate competition and choice by rating the quality of each plan. Individuals and families buying coverage through the Exchange may qualify for tax credits on premiums. The Exchange will also coordinate eligibility and enrollment with state Medicaid and Children’s Health Insurance Programs. More information is available at www.AccessHealthCT.com

See Original Press Release Here