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Saint Mary’s Health Plans & Access to Healthcare

Saint Mary’s Health Plans & Access to Healthcare
02.18.14
Paige Galeoto
Edward Estipona's picture
Submitted by Edward Estipona on Tue, 02/18/2014 - 00:00
SMHP-AccessPR-media-logos.jpg

Amplifying the message of a private/non-profit partnership created to address the Affordable Care Act

Budget:

$20,000 

Challenges:

  • For-profit health insurance brand needed a PR, and social-media rich plan, to communicate benefits.
  • National negative climate and attention to Obamacare roll-out had the potential to make the media reluctant to share information with the public.

Goals:

  • Increase enrollment in Access/SMHP programs through communications initiatives.
  • Increase knowledge of and positive feelings about SMHP program benefits.
  • Communicate to target audiences Access’s established track record of success in getting healthcare to uninsured and underinsured Nevadans.
  • Establish Access & SMHP representatives as resources for journalists and lawmakers on topics like the Affordable Care Act and health insurance in general.

Tactics:

Leverage relationship/partnership with non-profit Access to Healthcare as vehicle to spread targeted messages through the traditional and social media venues.

Media Relations Traditional & Social:

  • Development of timely stories, followed by the drafting and distribution of various press releases tailored to timely national/regional news coverage, surveys, etc.
  • Utilize already developed media relationships
  • Research of national trends, local data collection and demographic analysis.
  • Consultation with existing employees tasked with social media posting to spread targeted messages.

Communication Training and Public Presentations:

  • Conduct comprehensive media training for both organizations — Access and SMHP — in an effort to elevate organization leadership as brand ambassadors.
  • Pitch availability of Access and SMHP leadership as experts on topics like “The Changing Healthcare Landscape” to non-profits and community assistance programs, workforce transition programs and service organizations.

Grassroots:

  • Development and implementation of an “Access to Healthcare Open House” plan.
  • Newsletter updates with local non-profit foundations and community organizations that serve low- to moderate-income Nevadans.
  • Place Access/SMHP reps at local community events like Pumpkinpalooza and the REMSA flu shot clinic.

Early Results:

  • During the current enrollment period, SMHP has captured 50% of the local market share and 14% of the statewide sign-ups, with more than 40% of their new applications coming through Access to Healthcare.
  • C-SPAN interview with Access VP Niki King.
  • KTVN Face the State interview – during early days of open enrollment and a subsequent second episode.
  • KRNV interview with Access in early days of Obamacare roll-out.
  • Lotus Radio public affairs show to remind people they still have time to sign up.
  • Reno Media Group public affairs show to remind people they still have time to sign up.
  • Nevada Matters interview.
  • Open House Facebook shares (reaching 20,248 people in five days).
  • Entravision Hispanic radio interview.
  • RENO Magazine interview with the CEO of Access, with questions/answers that reflect the RENO Mag demographic.
  • El Sol editorial coverage – series of articles ghostwritten by Estipona Group on behalf of Access.

.

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