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Open Enrollment represented the perfect opportunity to reach Hispanic and Black consumers, traditionally among the most underserved communities in the state.
The company’s primary goal was to enroll more Hispanic and Black consumers in three key markets. The secondary objectives were to understand the barriers to entry in health care for these segments and utilize grassroots marketing to grow awareness and trust among these segments.
1.Syndicated research uncovered how these consumers viewed the U.S. health care system, including areas of skepticism and understanding of how the provider/payer system works.
2.Collage Group surfaced data regarding how key health care decisions are made, such as how family plays a key role in the decision-making process for both segments and how important Spanish-language information is to Hispanics.
3.Partnering with our Client Services team, the member developed strategies using some of our recommendations for finding and activating multicultural influencers, following multicultural consumers’ digital leads, and activating locally.
• Renewed strategic focus on the right channels to reach Hispanic and Black consumers – and the content to highlight in campaigns (i.e. mobile unit trucks, more mobile campaigns, partnering with local influencers).
• More strategic and enhanced local activation campaigns designed to reach consumers where they are.
• Marketing budget pivots: Due to insights gathered, the company altered their D&I marketing budget to invest more in mobile marketing campaigns and local promotions.
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
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