Combining the best practices of relationship-based PR, online communication, and personal engagement earned Coyne Public Relations and Humana top honors in the Best Community Outreach category of Ragan’s 2014 Health Care PR and Marketing Awards.
While the two largest insurers in Mississippi had opted not to participate in the state insurance exchange under the Affordable Care Act, one in five Mississippians remained uninsured. These circumstances led Humana—which offered plans in 40 Mississippi counties—to promote a mobile tour involving two specially designed vehicles stopping at churches, malls, community centers, and health centers to meet one on one with uninsured residents to educate them. The mobile team also conducted enrollment meetings.
To get the word out, Humana employed media relations skills to earn placement in key outlets, in addition to connecting with pivotal local influencers and conducting outreach via social media to build awareness. All the publicity pointed Mississippians to a dedicated website. As a result, Humana earned 21.4 million impressions and met with more than 3,000 people, which contributed to the enrollment of more than 40,000 Mississippians in the Health Insurance Marketplace, many of whom enrolled on the spot during the sessions.
The team behind the low-budget campaign includes Humana representatives Jim Turner, Mitch Lubitz, and Stacey Carter; and from Coyne PR, Linda Bernstein Jasper, Nicole Klein, Steve Wilson, and Daniella Gutierrez.
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