Beginning October 1, the state of New York will open its first ever healthcare exchange . The exchange, called a “New York State of Health” was announced earlier this week.
Healthcare exchanges are mandated by the Affordable Care Act, but the state of New York is opening up the exchanges so they’re fully operational by January 1, 2014. Healthcare exchanges are federally regulated marketplaces where consumers will have the option to enroll in a variety of private insurance options, as well as public options like Medicaid if they are eligible.
As we’ve previously discussed, the Affordable Care Act provides great new opportunities for marketers and business. And the “New York State of Health” is no exception. The state of New York decided to enlist creative agency DDB for the creation of the the “NY State of Health” branding and logo. DDB has run other campaigns for the state, including for the New York Lottery.
New Yorkers can expect to see “NY State of Health” advertising later this fall.
Brands are not created in a vacuum, DDB’s Leo Mamorsky argued during the unveiling of “NY State of Health” campaign. Mamorsky noted that DDB did extensive research on the needs and desires of New Yorkers who would benefit most from the healthcare exchange. The campaign behind “NY State of Health” showcase villages and communities across New York to help describe the brand.
“In creating a name, we wanted it to be meaningful, memorable and capture the essence of what it is to be a New Yorker — that unique ‘can do’ attitude and state of mind,” said Donna Frescatore, NY State of Health’s executive director. “Across the state, there’s a growing sense of excitement as we move closer to enrollment. We’re confident the ‘NY State of Health’ name and campaign will inspire New Yorkers who are uninsured or underinsured to explore the options and choose the plan that fits their needs.”
To learn more, head to the NY State of Health website.