To reach the more than 300,000 children in Georgia without health insurance, the state's Department of Medical Assistance launched a PeachCare for Kids campaign last spring that resonated with the working-class family.
The campaign appealed to the fierce independence of its target - two-parent households who don't want to be perceived as poor or needy. The campaign's theme, "Now You Can Afford Peace of Mind," created by Prospect Associates in Atlanta, recognizes the practical and emotional needs of hard-working families who are eligible for this insurance program.
The effort, with an overall budget of close to $1 million, used a combination of statewide advertising (TV, radio, billboard and transit) and community-oriented events to boost enrollment for PeachCare. In less than a year, the program has enrolled 50,000 children, almost reaching its two-year goal of covering 60,000 children.
What's generating these impressive results is the campaign's positioning strategies, says Lynn Sokler, Prospect's regional VP. The marketing doesn't rely on traditional public health channels or typical Medicaid/Welfare outreach strategies.
Using the nonprofit status of the PeachCare state program, the agency was able to negotiate a combination of free and heavily discounted ad rates. For instance, the agency negotiated additional bonus coverage of 50% for transit placements and radio and TV stations ran several PSAs.
On the PR side, the campaign launched two major sign-up events in December to stimulate media coverage and boost awareness of PeachCare. The events were co-sponsored by almost 100 hospitals throughout the state.
The agency also conducted several statewide training sessions that educated community leaders on spreading the word about the PeachCare program.
So far, these marketing efforts have generated impressive results:
- Prior to the campaign's launch, the toll-free number was receiving an average of 50 phone calls per day. The day the campaign launched, phone volume jumped to 1,000 calls per day and has held steady at 1,500 calls per day.
- The Georgia Department of Medical Assistance has received more than 100,000 PeachCare applications.
- Of those applications, approximately 50,000 children have been enrolled in PeachCare with thousands more referred to Medicaid.
(Prospect Associates, Lynn Sokler, 770/216-9971)