2. MARKETING OPPORTUNITY: COVER OREGON’S CHALLENGE AMY FAUVER, CHIEF COMMUNICATIONS OFFICER, COVER OREGON HEALTHCARE COMMUNICATORS OF OREGON | JUNE 7, 2013

3. Overview of Cover Oregon Our challenge Our opportunity The road ahead Q&A WHAT WE’LL COVER TODAY

4. A quick game of True or False! BUT FIRST…

5. OVERVIEW OF COVER OREGON

6. Cover Oregon is a new online marketplace where Oregonians can compare and enroll in health coverage that fits their needs and budget, and also access financial help. ONLINE MARKETPLACE

7. OVERVIEW Created in 2011 by Oregon Legislature Formed as public corporation Key piece of Affordable Care Act Timeline:  October 2013: Open enrollment  January 2014: Coverage begins  January 2016: Groups to 100 Employees

8. INDIVIDUALS AND FAMILIES Financial help Clear information and price transparency Side-by-side comparisons One-stop shopping Quality coverage and grades Help enrolling HSA-eligible plans

9. INDIVIDUAL PRIVATE PLAN CARRIERS BridgeSpan Health Company formerly ODS

10. PUBLIC PROGRAMS

11. SMALL BUSINESSES Choice Clear information Set contribution Quality coverage Streamlined administration Access to tax credits Help

12. SMALL BUSINESS CARRIERS formerly ODS

13. DENTAL CARRIERS formerly ODS

14. OUR CHALLENGE

15. = to the number of Timbers fans @ Jeld-Wen Field X 27 MORE THAN 600,000 UNINSURED OREGONIANS

16. AMBITIOUS GOALS

17. AWARENESS IS LOW

18. COST IS BIGGEST BARRIER That it was created by the government rather than the private sector t

19. DIFFERING MINDSETS

20. OUR OPPORTUNITY

21. Health coverage is now available to more Oregonians

22. Phase 1 Awareness + Education (Now- October) Phase 2 Enrollment (October- March) Phase 3 Retention/Aw areness (April- October 2014) Phase 4 Enrollment (October- December 2014) MULTI-PHASE CAMPAIGN

23. SO, WHO ARE WE TRYING TO REACH?

24. PERSONAS Personas Young & Healthy Passive & Skeptical Sick & Worried Experienced & Enthusiastic Isolated & Independent Secondary Personas Cost-Conscious In Transition Small Business Owner/HR

25. INTEGRATED CAMPAIGN

26. Individual Market (Focus Groups + Survey) Small Business (Online Focus Groups) Creative/message testing RESEARCH-BASED CAMPAIGN

27. PAID MEDIA: PHASE 1 (Billboards, Buses, etc.) First round of advertising starts end of June/beginning of July

28. EARNED MEDIA

29. DIGITAL OUTREACH Sign up for email alerts at CoverOregon.com @CoverOregon Facebook.com/CoverOregon www.LinkedIn.com (search “Cover Oregon”) www.Plus.Google.com (search “Cover Oregon”) CoverOregon.com

30. STATEWIDE + GRASSROOTS PARTNERS

31. MARKETING MATERIALS Partner Toolkits/Templates

32. EVENTS + PROMOTIONS

33. THE ROAD AHEAD

34. Key Performance Metric OPTIMIZATION & TESTING

35. BUT IT’S ABOUT PEOPLE

36. QUESTIONS & ANSWERS

37. Thank you!