Tomorrow it begins again ā open enrollment for Obamacare. Two very successful state health insurance exchanges, Connecticut's and California's, are both intent on reaching people who avoided signing up last year ā especially young Latinos and African-Americans.
"The big takeaway for us last year was that the uninsured were really pocketed in a couple of key, large cities," says Jason Madrak, the chief marketing officer of Access Health CT, in Connecticut. In light of that, he says, the exchange has changed its ad strategy.
"We've dialed up some of the more locally-focused efforts while we've dialed down some of the broader efforts," he says.
The uninsured people Madrak's trying to reach tend to be young, male, urban and Hispanic or African American. They also "aren't really consumers of traditional media," he says.
[For more of this story, written by Jeff Cohen and April Dembosky, go to http://www.npr.org/blogs/health/2014/11/14/363794721/state-health-insurance-exchanges-hope-to-woo-urban-minorities]
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