AR Health Insurance Marketplace

In May 2015, the Arkansas Health Insurance Marketplace – a state-based exchange still very much in its infancy – commissioned CJRW to demystify, promote and launch the state’s own health exchange. This Herculean task was to be accomplished in seven months – the fastest rollout of any state-based exchange. Most important to everyone involved, the whole process, from branding to pre-launch outreach and promotion strategies to final launch of the website, had to be accomplished without any of the budget troubles or technical problems that marred the launch of the federal exchange. 

Collaborating with government agencies, healthcare strategists and many other experts, CJRW and its support team first built upon a broad foundation of research and experience. After developing a detailed work plan, the team pursued a multi-faceted research approach that engaged key target audience members through interviews and surveys. These efforts resulted in unanimous approval for the newly branded My Arkansas Insurance. 

With a new brand emphasizing the state’s role in determining its own healthcare objectives, CJRW then developed a message strategy with the input of every applicable expert, social and professional group we could find. Influencers became part of an aggressive outreach strategy which utilized traditional and social media, print and direct mail. Promotion efforts were expanded as the website launch grew nearer.

Seven months after beginning the project, on time and on budget, was rolled out for the public. Within 45 days of launch, signed up more Arkansans than the federal marketplace had managed to garner in over two years. In fact, the Arkansas Health Insurance Marketplace was launched faster than that of any other state and has continued without any downtime since launch. CJRW continues to work with the Arkansas Health Insurance Marketplace to create new digital content.