About the last thing you’d expect in the flavorless world of healthcare marketing is the sharp bite of place and an intense tang of local pride. Naturally, those potent ingredients were the things we leaned on repeatedly while kicking off the unapologetically Oregon-flavored version of the Affordable Care Act enrollment effort.
After 8 weeks of advertising, awareness of Cover Oregon increased from 6% to 73%.
92% of all respondents had been to CoverOregon.com, which suggested that the creative successfully drove a desired behavior in which people use CoverOregon.com to self-educate.
50% felt it would be a good thing for Oregon.
56% felt Cover Oregon was trustworthy.