Covered California is one of the nation’s most successful state health insurance exchanges reducing the uninsured rate from 22 percent to 11 percent in its first three years. The remaining pool of uninsured, however, has been increasingly difficult to motivate to enroll in health benefits.
ThinkNow worked closely with Campbell Ewald and Covered California to design multi-segment qualitative research to discover how insured and uninsured populations responded to messaging as well as what effect ethnicity, language use and eligibility for financial subsidies had on perceptions of various messages.
ThinkNow’s research contributed to the finding that the uninsured viewed health insurance as ‘someday’ and not an everyday necessity and the diverse group did not see themselves in current advertising. The winning Campbell Ewald campaign created moments where health insurance went from someday to right now. To solve the ‘not me’ barrier the campaign showed no one specific at all allowing people to project their own fears and needs in the segments.
“ThinkNow congratulates our agency partners at Campbell Ewald and the team at Covered California in earning this prestigious recognition,” says Roy Eduardo Kokoyachuk, co-founder and principal, ThinkNow. “We’re thrilled our comprehensive qualitative research helped inform the team at Campbell Ewald to design a campaign that would motivate resistent populations to take action.”