In the fall of 2013, Covering New Hampshire launched its first informational website and began an outreach and marketing campaign with two goals: to provide New Hampshire’s uninsured residents with information about their health insurance options and the subsidies available through the Health Insurance Marketplace; and to help the state reach its federally- set enrollment goals of 19,000 newly insured residents by the end of the Marketplace’s open enrollment period.
When the extended open enrollment period ended on April 15, New Hampshire had more than doubled its goal, enrolling 40,262 people in a new health care plan.
Then in 2017, despite a shortened enrollment period, a new effort got some 50,275 New Hampshire residents enrolled in a plan for 2018 through the Health Insurance Marketplace. Some were either renewing coverage obtained during the 2017 open enrollment, or getting healthcare coverage for the first time.
The campaign mixed digital and social media outreach, led by Louis Karno, maximized a small budget and focused on online ads as well as 3 key videos in English, French and Spanish - getting more than 65,000 views.
Videos were uploaded to YouTube and Facebook, and were featured on the Covering New Hampshire website.
Covering New Hampshire’s constant presence in social media, online and through direct outreach efforts, reversed negative momentum and encouraged NH residents to sign up for a plan.