Covered California
Affordable Health Care for the Nation’s Largest Economy
MARKETING STRATEGY | SEO | PAID ADS | COURSE MEDIA
CoveredCA.com is sponsored by Covered California and the Department of Health Care Services,
which work together to help health insurance shoppers get the coverage and care that are right for them.
Background
California was the first state to come up with a health insurance marketplace as mandated under the Affordable Care Act. It works with 11 different health insurance companies to offer health plans to California residents. All the 11 participating health insurance carriers provide individual and family insurance. Six of the carriers provide group health insurance for small businesses in California.
With approximately 39 millions people, California ranks as the most populous state in the United States. Keeping a diverse group of people healthy with affordable health care options has been California’s ongoing challenge. That is why the Covered California Marketplace for private and small group medical insurance in California plays a significant role in maintaining happy, healthy individuals.
A surge in interest demanded a more robust platform with better connection and interaction with the associated health carriers. In addition, marketing efforts were needed to enroll small businesses into the marketplace plans.
In addition to the B2B efforts, a new training program was required to certify licensed insurance agents and certified enrollment counselors.
Services
- Digital Marketing Strategy
- Social Media Management
- SEO: Web, Video, Social
- Facebook, YouTube Advertising
- Course Creation for Agent Certification
- Chatbot Programming and Integration
DIGITAL MARKETING STRATEGY
A full digital marketing strategy was implemented to facilitate an emphasis on B2B enrollment. A plan was developed to include strategic partner websites, business associations, SCORE and entrepreneur based coaching programs. Multi-lingual partners were also included in the plan to help facilitate enrollment from minority owned businesses who’s primary language may not be English.
SEO: WEBSITE, VIDEO, SOCIAL
Search engine optimization played a part in all public facing content with a focus on multi-lingual keywords and related organic searches. All content was reviewed in accordance to the editorial calendar and SEO use and style guide. Over 40,000 pages, images and media items were optimized, covering 11 different languages.
PAID SOCIAL AD PRESENCE AND SOCIAL MANAGEMENT
X² Marketing utilized paid social advertising to target B2B and B2C enrollees into the health plan exchange. With focused targeting on specific custom audiences combined with “right to the point” landing pages, campaigns had a conversion rate 133% more effective than the national average.
COURSE AND CERTIFICATION CREATION
In order to properly deliver services at a grass roots level, industry professionals needed a standardized training and certification program. This was created using a learning management system (LMS) with Grassblade-verified activity reports to make sure the content was actually being watched. Security and verification stages were implemented to authenticate identity of the students and recertification candidates. End-user certification was awarded upon succesful completion and state verification.
CHATBOT ASSISTANT
To assist customers and site viewers, a chatbot was programmed and implemented. This chatbot helped to guide site visitors in 31 different detectable languages and dialects.
Results
As a result of these digital marketing, content and advertising initiatives, Covered California is the most efficient ongoing marketing campaign among all public health exchanges in the country.
Armed with exceptional marketing campaigns to enrollees, Covered California had the most efficient use of federal funds, far and away above every other state in the country.
-CNBC
Website Growth Over Time
