Mississippi is the 32nd most populous state with a population of 3 million people. However, only one in five residents has health insurance. With a large number of uninsured, only a fraction of people had signed up for coverage. Insured companies ignored more than 32 counties in dire need of insurance coverage.
Humana Inc. an American for-profit health insurance company and ranked 73 on the Fortune 500 list saw an opportunity to reach out to the uninsured in Mississippi. Humana then launched “Covering Mississippi” an outreach campaign to provide assistance and coverage to the uninsured.
Humana Inc. is the third largest for-profit health insurance company with over 13 million customers in the US and revenue of US$41.3 billion. Humana employees over 52,000 employees and ranked 73 on the Fortune 500 list.
Uninsured residents of the state of Mississippi. The audience included both individuals and families. Residents with minimum education and low-income status.
High infant mortality rate and high prevalence of low birth weight. The prevalence rates of obesity, and diabetes among the highest in the nation. More than 770,000 adults obese and 280,000 adults living with diabetes.
Gallup survey reveals Mississippi having the second highest rate of those uninsured – 1 in 5 people lack health insurance.
Humana embarked on a community campaign to reach uninsured by offering education and assistance to enroll in a healthcare plan through the Affordable Care Act.
Tactics and programming influence
Low income and education influenced Humana to use Recreational vehicles to reach the targeted audience. The RVs provided a two-way communication to the residents. Face to face co...
... middle of paper ...
...r reach in a shorter time.
Calendar tour- The tour buses skipped five days during the campaign. The dates coincide with the holiday’s season.
Social media- Facebook, Twitter and Instagram accounts had minimum engagement.
Website- Humana website colors were appropriate but not appealing. The colorful and graphical site creates better audience participation.
Excessive online campaign-covering Mississippi campaign provided more online than offline in a community that had low-income residents making it less effective.
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