Open Enrollment Campaign

Open Enrollment Campaign

Massachusetts Health Connector

Case Study

Client: Massachusetts Health Connector

Services: A full array of marketing and communications services to promote Health Connector’s partner navigator centers and help individuals receive in-person assistance – bringing Massachusetts closer to our goal of universal health coverage.

Challenge: While Massachusetts leads the nation in health coverage, diverse communities in Gateway Cities remain disproportionately uninsured compared with Commonwealth population. This results in persistent barriers to care and negative health outcomes for ethnic minority and immigrant communities.

Approach: Deep understanding of the audiences we want to reach and their perceived barriers to engagement.

Focus: Tailor assets to hardest to reach audiences and those least likely to access health insurance.

Tactic: Create accessible, educational, and innovative video materials for TV, online, and social media in multiple languages for a wide range of ethnic media platforms.

Success: ASG’s campaigns for Open Enrollment period have helped achieve record-breaking results. In 2020 alone, Health Connector achieved the highest number of annual enrollments with 319,000 total members including 57,000 new members. Approximately 75% of these members were from communities ASG targeted and engaged.