Security Health Plan turning to new ways to reach younger insurance audience
FOR IMMEDIATE RELEASE
DATE: Jan. 21, 2014
CONTACT: Rebecca Normington, 715-221-9726, normington.
Terry Anderson, 715-221-9781, anderson.terry@securityhealth.
MARSHFIELD – A flyer on a pizza box, door hangers, Internet radio commercials, cinema advertisements and a Facebook campaign – Security Health Plan of Wisconsin, Inc., is trying new avenues to reach consumers who haven’t yet enrolled in the Health Insurance Marketplace, and who might have been turned-off by the website’s shaky start.
Since the Health Insurance Marketplace launched last autumn, more than 10,000 Wisconsin residents have enrolled in Security Health Plan’s individual and family coverage by going through the federal website, said John Kelly, Security Health Plan’s chief marketing officer.
“Overall, we’re pleased with our enrollment, but we’re seeing the same trend-line as the rest of the nation. Enrollment has been strongest among older adults, while younger adults appear to be holding back,” Kelly said. “There were a number of people who couldn’t get in when the website was having problems, and we’re reaching out to them.”
For example, starting the week of Jan. 27, local pizza parlors in more than a dozen Wisconsin communities will deliver pizza with a message. The pizza boxes will be topped with flyers with a fill-in-the-blank puzzle to solve. The cryptic message invites consumers to attend an enrollment fair, where they’ll find health insurance experts who can translate “health care gibberish” into understandable health insurance options.
Thirty-second radio advertisements are airing now on broadcast stations and Pandora Internet Radio. And watch for insurance ads before Coming Attractions at selected movie theaters.
These messages address a young adult market that may not be accustomed to health insurance jargon, and may not perceive a pressing need for health care coverage, Kelly said.
“We aren’t abandoning traditional advertising and marketing. We’re rolling out television and radio commercials that will reach a wider audience market,” Kelly said. “If you want to attract young adults, then you need to meet them where they are with a message that fits their lifestyles and addresses what they care about. We think we have a good product and want to make sure that those who were hesitant when the website was having problems have every opportunity to sign-up before enrollment closes on March 31.”
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About Security Health Plan
Security Health Plan is a health maintenance organization sponsored by Marshfield Clinic, now serving more than 200,000 residents in 40 counties of Wisconsin. Accredited by the National Committee for Quality Assurance (NCQA), Security Health Plan insures employees of large and small businesses, individuals and families, and administers self-funded employer health plans.
