$4 Million Ad Campaign for CareConnect

Crain’s Health Pulse
November 11, 2014
$4 Million Ad Campaign for CareConnect

It's open-enrollment season, and with it comes the annual advertising blitz by insurers vying to get noticed by potential new members.

North Shore-LIJ CareConnect Insurance Co. launched a $4 million advertising campaign that tries to capture its culture as a startup. The insurer was created last year by NS-LIJ, and this campaign, called “Skeptics,” is only its second. It aims to “capture consumer frustration with the insurance industry, while emphasizing a new, innovative customer-centered approach,” according to the company.

One spot, online here, features a skeptic who says, “A health insurance company I can call and get live help? Yeah, like porcupines make good pets,” as a Frisbee-catching prickly guy frolics in the background.

The campaign debuted yesterday on television, radio and print. It includes a subway station takeover at the Lexington Avenue 59th Street station. The ads will run in 14 print publications, on radio, and on network and cable television in New York City, Long Island and Westchester. The advertisements were created by o2kl, a full-service agency that has previously created advertisements for MetLife, TIAA-CREF and AARP.

“We know how people feel about insurance companies—that they are frustrating, impersonal, and bureaucratic—and the foundational principle of CareConnect is that people are right,” Alan Murray, CareConnect's president and chief executive, said in a statement.

Capital New York
November 10, 2014
CareConnect Begins Multi-Million Dollar Ad Campaign
By Dan Goldberg

CareConnect, the health insurance plan offered by North Shore-LIJ, began a $4 million advertising campaign on Monday, aimed at expanding its reach throughout the New York metro area.

The print and television ads focus on providing a better consumer experience, the same message being sent by many new market players including Oscar Health Insurance.

In 2014, the first year of the health insurance exchange created by the Affordable Care Act, CareConnect captured 1 percent of the total market but operated only on Long Island, Staten Island and Queens. This year, it is expanding to Westchester, the Bronx, Manhattan and Brooklyn.
The ad campaign will also be plastered all over the 59th Street and Lexington Avenue subway station as well.

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