HealthCare Access Maryland (HCAM) is a statewide, public health-focused nonprofit that helps residents in Central and Western Maryland navigate insurance plans and sign up for health insurance. HCAM works in several jurisdictions to provide one-on-one support with the insurance enrollment process. Its key challenge was reaching populations who were less familiar with health insurance enrollment and unaware of affordable options through the Affordable Care Act.
From 2013 to 2018, Hatcher worked with HCAM to help consumers in Central and Western Maryland enroll in ACA health and dental insurance plans. Hatcher developed a multi-faceted, digital ad campaign—Facebook and Instagram ads, Google Search Ads, digital email conversion campaigns, and Connected TV ads, targeting under-enrolled groups, including Black, Latinx, and young adult residents.
Compelling messaging and eye-catching designs on transit informed consumers that signing up for health insurance is less confusing and more affordable than they think and directed them to HCAM’s free, one-on-one assistance.
Social media ads and organic posts also promoted HCAM’s navigator service and offered important information about how to make your appointment go smoothly. Digital and social media ads allowed us to finely target our audience by age, location, and income.
In addition to the TV ads promoting HCAM’s navigators, we also produced a short motion graphic video that promoted the organization’s office move and other services. To avoid an interruption in services, HCAM wanted to be sure clients know about its new address.