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HMO Ad Kickoff
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Business New Haven
11/12/2001
By: BNH
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Health insurers are rolling out their autumnal ad campaigns as this is the time of year when many employers have “open enrollment” periods. Two Connecticut insurers, ConnectiCare and Oxford Health Plans, recently kicked off major efforts spanning radio, television and outdoor advertising.
Oxford's ads are expected to lead new trend in HMO marketing. An Oxford official said the campaign will be a success if consumers' perceptions of the company gel with the intended message - that it is a “member-focused plan.” The campaign includes three televisions spots that have begun to air in Connecticut, New York and New Jersey, print ads in major publications such as the Wall Street Journal and New York Times, and billboard ads.
ConnectiCare is also trying to get a new message out by running radio, outdoor advertising, newspaper and magazine advertising with the slogan, “We Take It Personally.” ConnectiCare is focusing its ads on its newest markets, Fairfield County and Springfield, Mass.
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