Measuring Insurer Awareness

Challenge

Measuring awareness of our client among ACA-eligible residents of three key growth markets before and after an upcoming Fall media campaign to encourage ACA enrolment so our client can assess the impact of its messaging and outreach.

Our client, a healthcare insurer, needed to measure awareness among ACA-eligible residents in three key growth markets before and after an upcoming Fall media campaign encouraging ACA enrolment. The goal was to assess the impact of their messaging and outreach in a complex and often misunderstood healthcare landscape.

Approach

We designed and fielded a quick-hit 5-minute survey, which we ran in two waves of research (once in 2023, once in 2024), targeting respondents from Kansas City, Atlanta, and Iowa. In the second wave, we added questions presenting content directly from the media campaign to gauge respondents’ recall and impressions. The survey was designed to capture key sub-groups of interest, including organization-specific age breakdowns, primary language, and ACA enrolment method.

Impact

We discovered that the client’s campaign had an impact, but not enough to overcome awareness and enrollment disparities with competitors.