Florida Health Choices / 2015 Open Enrollment

A Case Study

On 3 Public Relations worked with Florida Health Choices to promote its new, comprehensive health insurance marketplace during the 2015 open enrollment season. The Florida Legislature created Florida Health Choices and Florida’s Health Insurance Marketplace to provide improved access to affordable, quality health care for residents statewide. With plans to launch its second online marketplace, offering comprehensive health insurance for the first time, FHC hired On3PR in early December 2014 to develop a campaign promoting the new marketplace and the dates FHC would participate in open enrollment.

On3PR launched a statewide awareness campaign that incorporated earned and paid media. The six-week campaign incorporated paid advertisements via digital billboards, radio, Facebook, blogs and emails. A series of news releases that generated numerous articles, opinion pieces published in two major Florida newspapers, organic content for FHC’s Facebook page and a newsletter article complemented the paid advertising. The campaign also featured a video tutorial, narrated by FHC’s CEO and promoted on social media. Traffic to FHC’s homepage more than doubled during the campaign period in January and February 2015, and nearly half of consumers clicked through to the new comprehensive health marketplace.