Latinos lag in health insurance despite greater health disparities. There are behavioral, social & environmental factors as well as a lack of linguistically and culturally appropriate information and resources. ACA has begun to shift the paradigm and Emblem Health, a leading NY healthcare provider wanted to augment advertising schedule with an immediate and impactful enrollment drive in NYC.
Agency recommended and subsequently implemented a phone bank in conjunction with Univision Channel 41 NYC
What: A customized help line to provide information and resources to the viewing audience. Phone Banks combine strength of broadcast with an interactive platforms that is friendly and inviting
How it worked: A series of promo spots were produced and aired during the evening news encouraging viewers to call in and speak with EH representatives live.
Action: Viewers called the designated help line and bi-lingual EH representative answered general questions about open enrollment and selecting a plan as well as specifics on EH plan benefits, costs, etc.
Unprecedented partnership with Univision and ability to be on prime time
- Univision 41 NY is the #1 most-watched early local newscast in the country among Adults 18-49 & Adults 25-54, regardless of language per the Nov, 2015 Nielsen ratings sweep.
- Additionally, the 6 PM newscast on WXTV is #1 in the NY DMA.
Almost 5.6M A 18+ Impressions, over-delivering goals by .5M + 59% in added-value
TV Imps: 4,934,000
Digital Imps: 165,405 plus/Clicks: 345 and CTR% 0.21%
Added-value TV: 416,000
Facebook Posting: 21,000 views of HIX spot, 104 likes, 18 shares
Total Impressions: 5,536,405
Call Center reported 205 calls, 45 leads generated.