"Know the Facts Alaska" Consumer Movement in Healthcare
Case Study
Consumer Movement Results

65%
Women participated in the movement at unprecedented levels. Considered key decision-makers on health care issues, their online engagement for the movement was 65% – 19 percentage points higher than the Facebook average. (Source: Facebook)
2x
The messaging also connected with Millennials (ages 25-34), who overwhelmingly joined the movement at a rate 2x higher than Facebook average. (Source: Facebook)
5.5%
Taking a holistic media approach, the average engagement for all of the movement’s campaign mediums was 5.5%, which is 2-3x higher than engagement benchmarks for traditional campaigns and higher than healthcare.gov. (Source: Google Analytics)

A NEW FRONTIER

“Know the Facts Alaska” understood there are few issues as important to consumers as their health care. And in Alaska, that sentiment was taken to a whole new level with the introduction of the Affordable Care Act. With limited private health insurance competition and a highly uninsured populace living in unique economic conditions, the 49th state offered no clear source to help guide Alaskan consumers through the ACA rollout in the fall of 2013.

Enter the “Know the Facts Alaska” Movement. As a non-partisan education group, KTFA was created to identify the unmet needs and unanswered health insurance questions of thousands of consumers from throughout the state. But to successfully complete this mission, KTFA faced three major hurdles: time, perception and engagement. As a result, in order to overcome those challenges, an entirely new mindset was needed regarding consumer marketing and movements.

"Know the Facts Alaska" Consumer Movement

REVOLUTIONARY THINKING

What made “Know The Facts Alaska” (KTFA) such a unique endeavor was that it was an entirely organic and collaborative effort uncommon for traditional marketing circles, let alone health care marketing. To get the ball rolling, pioneers in marketing, research, policy and creative came together from throughout Alaska, and in some cases, the Lower 48 states. In a matter of weeks, this team of experts created a consumer movement the likes of which Alaska had never seen before.

To ensure authenticity for the “Know the Facts Alaska” brand, all of the positioning and creative tactics came directly from the minds and hearts of actual Alaskans. An Anchorage research firm was selected to conduct discussion groups and opinion interviews, while actual boots were put on the ground so KTFA team members could truly understand the mind of the Alaskan consumer. As a result, these tactics clarified real consumer needs and established a baseline for metrics before any element of the campaign was launched.

From Alaskan consumers, four key themes emerged:

  1. Alaska offered no single credible source of information regarding the complexities of the Affordable Care Act, and issue was viewed as having become too political. (Source: Craciun Research)
  2. Consumers desperately wanted a trial period for ACA plans, yet none was available (Source: Craciun Research)
  3. Most Alaskans’ income fluctuates by season and a large majority of residents didn’t realize that the ACA required them to report all income changes. (Source: Craciun Research)
  4. Many questions lingered about the role of IRS, as well as the ACA application process in securing new plans. (Source: Craciun Research)

Taken together, all of this provided “Know the Facts Alaska” a unique opportunity to become a thought leader on health care reform in a short period of time because it was based on actual consumer insight, versus mere consumer perception.

“KNOW THE FACTS ALASKA” MOVEMENT IS BORN

Brian Walker, CEO of AE Marketing Group, led brand strategy for “Know the Facts Alaska,” about which he said, “Select industries and issues can often evoke negative opinions. And while this movement was not political, it did address a very political topic – health care reform.”

In order to combat political misperceptions about KTFA, the movement focused on facts, emotion and authenticity while always putting consumers first. Since real Alaskans were critical to both the trustworthiness and success of the campaign, in-state residents were recruited for every aspect of creative production and media. As an example, following an extensive casting search, a mom from Anchorage was chosen as the voice of the KTFA movement, even though she wasn’t a trained actor.

In September 2013, video production for KTFA began on location in Anchorage at the Westchester Lagoon, followed by a micro-targeted multi-platform media campaign that went live in October.

 

TRAILBLAZING ENGAGEMENT

Created, produced and launched in less than six weeks, the “Know the Facts Alaska” movement became an instant hit with thousands of brand activists across digital, social and other media platforms. Additionally, KTFA – designed hand-in-hand with Alaskan consumers – went on to show engagement levels never before seen for any policy-related issue in the state. Among the highlights:

  • Impression levels reached 4x the population of Alaska.
  • Women participated in the movement at unprecedented levels. Considered key decision-makers on health care issues, their online engagement for the movement was 65% – 19 percentage points higher than the Facebook average. (Source: Facebook)
  • The messaging also connected with Millennials (ages 25-34), who overwhelmingly joined the movement at a rate 2x higher than Facebook average. (Source: Facebook)
  • Taking a holistic media approach, the average engagement for all of the movement’s campaign mediums was 5.5%, which is 2-3x higher than engagement benchmarks for traditional campaigns and higher than healthcare.gov. (Source: Google Analytics)

Additionally, “Know the Facts Alaska” surpassed all local ACA groups (both partisan and non-partisan) – including “Enroll Alaska” – by massive margins in terms of both size and engagement, proving the success of KTFA’s organic and collaborative approach.

But due to the overwhelming success of the “Know the Facts Alaska” movement, another lesson was learned as Walker explained that, “there was much written about the movement [and AE Marketing Group], almost all of which was inaccurate and partisan. Therefore, a better-coordinated media and public relations approach could have offset misperceptions about the brand.”

Summary

Created, produced and launched in less than six weeks, the “Know the Facts Alaska” movement became an instant hit with thousands of brand activists across digital, social and other media platforms. Read how “Know the Facts Alaska” put Health Care Reform front and center for consumers. Through grass-roots & co-creation, this brand reached national fame.

Assignment
Raise consumer awareness and engagement regarding health care reform.
Key Challenge
Launch a brand in less than two months in midst of industry change and political upheaval.
Customer
"Know the Facts Alaska" provides education to Alaskan consumers on health care reform.
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