What was the irrefutable consumer insight?
For the remaining uninsured, health insurance is for ‘someday and someone else’ but they worry about ‘today and me’.
Describe the marketing challenge.
Covered California has been held up as an example of what the Affordable Care Act can achieve and the state recorded some of the nation’s most dramatic gains in health coverage under Obamacare. Between 2013 and 2015, the share of working-age adults in California without coverage plummeted from 23.7% to 11.1%, according to federal data, making California one of only six states that have reduced the uninsured rate by ten percentage...