Get Covered America Campaign Launches Major Digital Effort to Boost Enrollment

FOR IMMEDIATE RELEASE
Wednesday, October 2, 2013
CONTACT: Justin Nisly
202-601-2494 | press@enrollamerica.org

New Website and Digital Advertising Push Will Reach Uninsured With Targeted Enrollment Messages

Washington, DC— As consumers across the country flock to the newly-opened Health Insurance Marketplaces to discover their options, Get Covered America is launching an aggressive advertising effort to reach uninsured Americans where they are with the information they need to get covered. The push includes $5 million through the end of the year for an innovative, targeted advertising campaign that will reach uninsured Americans on the internet, social media, and their mobile phones with targeted enrollment messages. The ad campaign will drive consumers to a redesigned Get Covered America website that delivers answers to the most common consumer questions with plain language explanations, shares personal stories, and connects consumers to the local resources necessary to ensure a successful enrollment experience.

”We know from the conversations that we are having around the country that uninsured consumers are hungry for just-the-facts information about the new health insurance options available to them through the marketplaces,” said Anne Filipic, President of Enroll America. “No previous enrollment campaign had access to the cutting-edge digital tools that have emerged over the last few years. Our unprecedented digital outreach effort will allow us to reach the uninsured—especially women, young Americans, African-Americans, and Latinos who get a lot of their information online—with the information they need, where and when they need it.”

The centerpiece of the campaign is a cutting-edge, $5 million digital advertising campaign that makes use of Enroll America’s innovative data model to predict which consumers will are uninsured, and reaches those consumers with targeted messages. This large digital effort will be effective and efficient because ads will only be shown to uninsured consumers in Get Covered America’s target states. The ads complement the online presence Get Covered America has built via social media. The #GetCovered hashtag launched in June by Get Covered America has been adopted by a broad range of partners and supporters and has been viewed more than 750 million times, including over 350 million times on October 1 alone. This week, Get Covered America built on that momentum with a social media profile campaign (http://gtcvrd.am/18oA44Z) that – in partnership with organizations like Planned Parenthood, OFA, SEIU, MoveOn.org and Doctors for America – flooded the Facebook and Twitter feeds of millions of users across the country.

Consumers who click on a banner or mobile ad, a search link, or a social media link in Facebook or Twitter will be taken to a dynamic, redesigned Get Covered America website based on Enroll America’s extensive consumer research. There, uninsured consumers will receive individualized, tailored messages to encourage and enable them to enroll, complementing healthcare.gov and state-based marketplaces. The website will soon be able to connect consumers to in-person assistance closest to them. Enroll America’s extensive network of staff and volunteers will follow up with uninsured consumers to make sure they have successfully enrolled.

The website – which is fully optimized for use on mobile devices – will also be personalized for users by demographic. For instance, a young, single consumer who clicks through from an ad will see content tailored for young people. A user who clicks an ad on a site geared towards young mothers would be presented with facts about enrolling her family in health insurance.

A new approach to Frequently Asked Questions will utilize “the crowd” to suggest new questions and vote questions up or down to determine which questions are most important. And whenever a consumer is ready to enroll, an easy connection will be available to healthcare.gov, or the appropriate marketplace for their state.

As part of the new campaign, Get Covered America has also released two new video ads, which are running during the first week of enrollment on stations in the Dallas, Houston, Tampa, Orlando, and Miami markets. The ads feature the real stories of uninsured Americans: Shemeka (https://www.getcoveredamerica.org/shemeka), a mother working hard to make ends meet and struggling to secure affordable health care coverage for her and her daughter; and Jesse (https://www.getcoveredamerica.org/jesse), who suffered devastating injuries when his motorcycle was struck by a drunk driver while he was uninsured, leaving him with a mountain of medical bills.

About Get Covered America and Enroll America

Get Covered America is a national campaign of Enroll America that is focused on educating consumers about the benefits of health coverage and the new health insurance options that will be made available under the Affordable Care Act. With operations in ten states (AZ, FL, GA, IL, MI, NC, NJ, OH, PA, and TX), our grassroots team is powered by passionate staff and volunteers with one motivating goal: to give Americans the information they need to choose an affordable health insurance plan that’s right for them and their families.

Enroll America is the nation’s leading health care enrollment coalition, bringing together community and health organizations, businesses and others to inform consumers about the new health coverage options coming in October and how to enroll in them. It is an independent, nonpartisan, nonprofit 501(c)(3) organization.

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For information on the Get Covered America campaign, visit www.GetCoveredAmerica.org.

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