Health Care Service Corporation (HCSC) retained Dewey Square Group to assist in developing and managing HCSC’s Be Covered campaign, an initiative to connect Affordable Care Act subsidy-eligible families with user friendly educational resources to access health insurance. The campaign’s goal was to expand access to healthcare while also building HCSC’s brand in a new consumer marketplace.
DSG identified and engaged with community-based organizations and partners to reach new consumers where they live, work, learn, worship, text, and post. We attended local events in targeted cities to distribute educational materials and encouraged enrollment through direct, person-to-person engagement. DSG also organized and managed large-scale enrollment events offering health and wellness resources. To complement these on-the-ground efforts and reach folks wherever they are, we developed and delivered engaging content through digital advertising platforms, social media, and partners’ communication channels.
Ultimately, Be Covered established relationships with nearly 300 community partners, reached more than 15 million people, and generated positive earned media in key markets. The program helped HCSC establish a foothold to help expand access to healthcare in underserved communities and develop a successful long-term presence in the marketplace.