Getting Americans Health Coverage: Marketing

Posted by University of Pennsylvania on November 14, 2016

Getting Americans Health Coverage: Marketing
Friday, December 9, 2016, 12:00-1:30pm
Claudia Cohen Hall Class of ’55 Terrace Room

Chris Koepke, Ph.D. is the Director of the Strategic Marketing Group at the Centers for Medicare & Medicaid Services (CMS). He is responsible for all Medicare, Children’s Health Insurance Program (CHIP) and Health Insurance Marketplace communication campaigns, strategic planning, and marketing research. With the goal of insuring every American has health care coverage, the Affordable Care Act created the Health Insurance Marketplace and the online enrollment portal Millions of people enroll and re-enroll each fall during the open enrollment period. For four years CMS implemented full-scale marketing campaigns that meld traditional media, digital outreach, and direct marketing techniques to promote enrollment. Successes and lessons learned concerning the application of traditional market research (surveys and focus groups), digital optimization (e.g. A/B testing), and econometric modeling on media mix and message development will be discussed.

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