You know that old adage about grabbing the low-hanging fruit? Well there wasn't any such thing when it came to helping the Hawaii Health Connector increase their enrollment numbers. Hawaii entered this game long before the Affordable Care Act became a thing. In 1974, Hawaii enacted a law that mandated employers provide health insurance to anyone working more than 25 hours a week. Almost everyone was insured. And those that weren't had cultural biases keeping them from enrolling.
We started by identifying the barriers — real or invented — that consumers were stuck behind.
We identified our primary consumer group as small business owners. We aimed to convince them to switch to an exchange plan. Unfortunately during the course of our relationship with HHC, they lost one carrier leaving only carrier to choose from.
Individuals. People who didn’t have insurance didn’t want it because it wasn’t a cultural norm. Many island ethnicities believe that friends and family are the only safety net one needs in life — even when it comes to medical care. We knew we needed to build a campaign around the notion that HHC could be a part of the family/community circle.
Because of the limitations of traditional media in Hawaii, and our need for highly targeted messaging, the social media campaign was the centerpiece of our strategy. Traditional media was used to supplement the social efforts.
Enrollment Increase
317%
Facebook Reach Increase
20,550%
Engaged Facebook Users Per Post Increase
6,400%
Twitter Increase in Impressions
1,956%
Twitter Increase in Engagements
2,500%
Youtube Views Increase in 3 Months
51k