Below are a few highlights from Kyle’s interview, which covers the planning and strategy we employed as the marketing agency of record for Access Health CT. For the full interview, visit HealthBiz Decoded.

Q: What were the goals in the marketing of Access Health CT, Connecticut’s online marketplace?

A: Our primary goals for Access Health CT were developing awareness, education, engagement and enrollment among various residents across Connecticut. More specifically, the goal for health plan enrollment is 100,000 people by March 2014.

Q: How did you calculate how much of an investment would be appropriate for the target population?

A: This was challenging as it was an entirely new program with no baseline or precedent. Our marketing funnel started with the total number of those eligible which ranged from uninsured folks eligible for tax credits to those that may seek better coverage even without tax credits. Initial budgets were based on the number of paid enrollees desired, and typical historical acquisition funding levels in the insurance industry. Of course that information comes from well-established and well-known brands in the industry – not from a completely new and unknown buying exchange.

Q: How far in advance did you roll out the marketing?

A: Our planning began late January 2013 and the roll-out started almost immediately. We had community meetings throughout the state designed to educate and inform people about the Affordable Care Act. The cadence of the marketing increased each month leading up to the October 1, 2013, launch.

Q: How did you calculate how much of an investment would be appropriate for the target population?

A: This was challenging as it was an entirely new program with no baseline or precedent. Our marketing funnel started with the total number of those eligible which ranged from uninsured folks eligible for tax credits to those that may seek better coverage even without tax credits. Initial budgets were based on the number of paid enrollees desired, and typical historical acquisition funding levels in the insurance industry. Of course that information comes from well-established and well-known brands in the industry – not from a completely new and unknown buying exchange.