Getting Americans Health Coverage: Marketing HealthCare.gov
Friday, December 9 12:00-1:30pm
Claudia Cohen Hall Class of '55 Terrace Room
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 HealthCare.gov. 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.
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. He oversaw the successful HealthCare.gov marketing campaigns, directed the market research for the Medicare Part D expansion efforts, and designed and implemented campaigns that have improved health care delivery in our nation’s Nursing Homes, Hospitals, and Home Health Facilities.
Prior to his position at CMS, Dr. Koepke directed the Office for Children’s Health Policy Research at the Albert Einstein Medical Center in Philadelphia where he conducted communication and program research for the Centers for Disease Control, the Pew Charitable Trusts, the American Academy of Pediatrics, the Commonwealth of Pennsylvania’s Children Health Insurance Program, and the City of Philadelphia.
Dr. Koepke became interested in public health while at the Annenberg School for Communication at UPENN where he had the good fortune to work on research supporting international and domestic health initiatives. He conducted commercial market research for major media outlets including daily newspapers and national magazines (e.g. Time, Better Homes and Gardens, Women’s Day). Dr. Koepke received his graduate degrees from the Annenberg School at UPENN and his undergraduate degree from Michigan State University.