L.A. Care Health Plan
L.A. Care Health Plan contracted with Public Values to conduct a series of focus groups with uninsured residents to test marketing and communication strategies for promoting L.A. Care on the Health Benefits Exchange, known as Covered California. The purpose of the research was to determine which positioning and advertising strategies would be most effective in communicating the unique advantages of L.A. Care to various cohorts of potential customers. Specifically, the research addressed the barriers and drivers to buying insurance, the appeal of various positioning and benefit statements, and reactions to proposed advertising concepts.
Findings were used to help guide L.A. Care’s Covered California advertising and outreach campaigns.