Branding Maryland s Health Insurance Exchange Detailed Survey Results Report

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1 Between May 29 and June 4, the Coalition made available to its members a survey to collect public comments on branding Maryland s Health Benefit Exchange. 81 responses were received to the survey questions below. Some survey respondents included comments, which are summarized herein. For further information contact Leni Preston leni@mdchcr.org Question 1. If you were to name the Exchange, which do you feel most accurately appeals to consumers searching for affordable health insurance options? Response Count Health Plans Maryland 19 of 81 or 23.5% of Respondents liked this response choice. Maryland Health Marketplace 16 of 81 or 19.8% of Respondents liked this response choice. Insure Me Maryland 22 of 81 or 27.2% of Respondents liked this response choice. Maryland Health Connection 21 of 81 or 25.9% of Respondents liked this response choice. Get Covered Maryland 12 of 81 or 14.8% of Respondents liked this response choice. Response Comments Health Plans Maryland 1. None say clearly what the exchange is to be 2. Straight forward, and most likely the words that would be used to 'Google' for info 3. Most accurately describes the service rendered within the Exchange. The last three particularly could be viewed as somewhat misleading as to the actual function of the entity. 4. Doesn't make much sense to me. It doesn't sound like a place through which to buy coverage, but rather the coverage or products themselves. 5. I think the first word should reflect the service. 6. Very direct 7. It s the clearest. Maryland Health Marketplace 1. Expresses what it is. 2. "Marketplace" implies to me the options are out there for you to review, comparison shop, and that there are informed options for the taking! 3. Closest to what it is actually being done 4. "Maryland Health (Care) Marketplace" reminds me of our employer's company: "Benefits Mall." This association could be a good thing. Some variation on this name could be really strong-- especially if it incorporated something about the high quality and security of coverage obtained through the Exchange. I.E. MD Healthcare Mall: Shop MD's marketplace for quality, affordable coverage 5. It uses the key words Health and Marketplace so no confusion. 6. Could be about other health issues not just insurance. Insure Me Maryland 1. Relates that it is about insurance and is personal. 2. I chose Health Plans Maryland, but I actually like Insure Me Maryland better as a name for the program, but sure as I'm typing this, people will think it's a giveaway and I'm sick of people hitting government for fulfilling the role of protecting citizens. 3. It s clearer.

2 2 4. I think "Insure Me Maryland" would be appealing to customers because it makes it clear that it's about insurance. However it is not so clear that it's specifically about HEALTH insurance. 5. Catchy name, easier to remember, less clinical sounding 6. Insure Me Maryland - Uses a word close to insurance which people understand. 7. Insure Me Maryland - It clearly communicates what it is about - insurance and the State. The others are less direct or obvious. 8. It is more specific for people searching for insurance 9. Consumers looking for health insurance coverage will need to identify simple and direct language. 10. Sounds like an internet scam. 11. Direct and to the point and gets my vote! 12. sounds corny, but it might work, too 13. It is the name most likely to appeal to consumers without insurance or with insurance that they don't like. 14. It s the clearest. Maryland Health Connection 1. I like it kind of because it s more expansive, but not immediately clear that this is for the insurance exchange 2. Reminds me of the Massachusetts connector, which is a good association, but I'm not sure that the average Maryland consumer would be familiar with the Commonwealth connector and make that association. 3. I think this name reflects best the role and function of the Exchange as an organization that will enable a connection between a client and health care providers 4. Could be about other health issues not just insurance. Get Covered Maryland 1. It s action oriented. 2. This one is the best, but none of them effectively is appealing to the demographic group you want. 3. It isn t health specific and could be misleading. 4. I just don't like it General Comments 1..org also has a reputation of being affiliated with non-profits which are more widely seen as helpers. 2. Not particularly happy with any of them. Have these been focus group tested? 3. I really don't think the names are catchy. Not sure who thought of them. I hope consumer input was considered.

3 3 Question 2. Which name or names do you most prefer? Why? Response Health Plans Maryland Maryland Health Marketplace Insure Me Maryland Maryland Health Connection Get Covered Maryland Count 19 of 81 or 23.5% of Respondents prefer this response choice. 16 of 81 or 19.8% of Respondents prefer this response choice. 22 of 81 or 27.2% of Respondents prefer this response choice. 21 of 81 or 25.9% of Respondents prefer this response choice. 12 of 81 or 14.8% of Respondents prefer this response choice. Response Comments Health Plans Maryland 1. Because it's simple and easy to remember. 2. straight forward, and most likely the words that would be used to 'Google' for info 3. Does not have any political connotations and it is specific to the idea of data from all health plans in MD. 4. Portrays what the Exchange is in the name. Given the general confusion about the health reform law, the clearer we can be with consumers the better. 5. Clear statement Maryland Health Marketplace 1. most accurately describe the functions of the Exchange 2. This selection I feel is most representative of the public-private partnership. This name also implies consumer selection or choice and less of a state-dependent product or less opportunity for the public to perceive the new coverage options as another "government welfare program or handout". 3. Tells people right off that there are choices and you need to browse the marketplace to find out what plans are available and what would be the best fit for you. 4. I think this best describes the exchange. 5. Portrays what the Exchange is in the name. Given the general confusion about the health reform law, the clearer we can be with consumers the better. 6. Marketplace implies shopping around, sorting out the best, collection of options, etc. Perhaps inserting the word - Insurance - between Health and Marketplace would make the name more perfectly clear (but too long??) Insure Me Maryland 1. Very direct and to the point 2. More personable 3. Insure Me Maryland is clearer 4. There is a reference to insurance in the name. 5. It clearly communicates what service the exchange is designed to provide. 6. It's catchy and it sounds personal and relevant at the same time. 7. Works best for the diverse populations in Maryland. These are also words that consumers use and terms they understand. 8. Personal and direct.

4 4 9. it immediately directs the consumer to what he is looking for. 10. It's a positive outcome statement 11. It states exactly what it does - someone looking for insurance will easily understand what the program will do for them. 12. Tells people that its focused on them as a family or individual and not just "everyone else". It lets people know that it s committed to get them the best insurance for them and that it'll fit them. 13. Straightforward 14. Has the cache of a command but does not use the word Health. But I like it. Maryland Health Connection 1. Sounds more active and positive 2. I like Maryland Health Connection kind of because more expansive but not immediately clear that this is for the insurance exchange 3. most accurately describe the functions of the Exchange 4. SIMPLE to remember and easily relate to 5. It sounds like a place that helps, not gives advice of where else to go Shows how the individual member benefits from being connected to the whole. 7. This gives the consumer the right slant on Maryland's health benefit and what it can do for you--promote health. 8. Works best for the diverse populations in Maryland. These are also words that consumers use and terms they understand. 9. I like the idea of Maryland citizens being "connected" with health. 10. The word health in it which signals what it's about. And connecting to resources. 11. Tells people that it s focused on them as a family or individual and not just "everyone else". It lets people know that it s committed to get them the best insurance for them and that it'll fit them. 12. It s about consumers and small businesses connecting with health - through insurance is implied - and this is the ultimate purpose 13. Encompasses both insurance and health care which I think exchange should be about. Get Covered Maryland 1. This name speaks to the population, or an individual, taking action to get insurance. The Insure Me Maryland is passive and indicates an expectation that the state will insure me. Health plans may not be a term most consumers recognize. The other two could be about any health services in Maryland...only those in the know would know. 2. It is more a call for action than the other possibilities. 3. too passive 4. Tells people that its focused on them as a family or individual and not just "everyone else". It lets people know that it s committed to get them the best insurance for them and that it'll

5 5 fit them. 5. Straightforward General Comments N/A Question 3. Which name or names do you least prefer? Why? Response Health Plans Maryland Maryland Health Marketplace Insure Me Maryland Maryland Health Connection Get Covered Maryland Count 24 of 81 or 29.6% of Respondents liked this response choice the least. 26 of 81 or 32.1% of Respondents liked this response choice the least. 27 of 81 or 33.3% of Respondents liked this response choice the least. 9 of 81 or 11.1% of Respondents liked this response choice the least. 33 of 81 or 40.7% of Respondents liked this response choice the least. Question 3. Response Comments Health Plans Maryland 1. Boring! 2. Boring! 3. too vague 4. It s bland, It sounds stuffy and too governmental. 5. All about Plans when it should be about the consumer getting covered and taking action. 6. Might be most searchable name, but bland as a overall identifier. 7. Doesn't sound like a personal touch. 8. Sounds like its target audience is health plans. 9. Appears to be the name of an association of health plans in the state rather than something that is targeting consumers. 10. implies that there's just a listing of the health plans 11. sound more professional, but sound like someone would have to spend a lot of time searching 12. Don't think people necessarily know what a health plan is. 13. too insurance industry driven Maryland Health Marketplace 1. Marketplace isn't a common term for most consumers. And if used, is not likely to think of in relation to health insurance. 2. Our conservative friends will paint it as a giveaway. 3. Doesn't say insurance 4. Sounds like a shopping mall name. 5. Too vague. 6. Could involve lots of things. 7. It sounds like it is competing for business to well off people. 8. Too much emphasis on the insurance business aspect and not people 9. Name is very political or very non-specific. 10. name is using jargon 11. Sounds more professional, but sound like someone would have to spend a lot of time searching, esp. the moniker "Marketplace". 12. This name is the least accessible - what's in the marketplace?

6 6 There is nothing in the name that says you can get insurance coverage. 13. Seems like an online Costco or a place where they'll have little to no guidance as to choosing plans. 14. too insurance industry driven Insure Me Maryland 1. It turns some people off. 2. too vague 3. More of a tagline than the name of organizations. 4. Sounds too corny 5. Too much emphasis on the insurance business aspect and not people 6. too kitschy 7. Name is very political or very non-specific. 8. Could be mistaken for something other than a service to certify and help select a health insurance policy. 9. Not clear what insurance is referred to- sounds like private marketing gimmick. 10. Not health insurance specific, may be confusing 11. Could be confusing as to type of insurance. Maryland Health Connection 1. Seems to refer to general health resources. 2. Too vague. 3. Sounds more like a health info site! 4. Could be mistaken for something other than a service to certify and help select a health insurance policy. 5. Unclear what the searcher would be connected to? Perhaps some doctors, some clinics, some experts, some public health centers or advocates? Get Covered Maryland 1. Boring! 2. Very vague, not specific to insurance 3. No connection made to insurance or healthcare. 4. Sounds like an ad slogan and it's not clear what it's advertising. 5. More a tagline than the name of organizations. 6. Get Covered Maryland could be the name of a sunscreen educational campaign 7. too kitschy 8. Doesn't specify that it is talking about "health". 9. Name is very political or very non-specific. 10. Can be confusing if translated into languages other than English. 11. No health in title so not intuitively sure what it means. 12. Could be mistaken for something other than a service to certify and help select a health insurance policy. 13. Does not imply that the state is referring to a health care plan. 14. could be the name of sexual education and awareness program 15. Covered by what? Too vague. 16. Sounds the most like an insurance company come-on. Says nothing about health. Covered could imply that they want to sell you home-owner and car insurance too. 17. Not health insurance specific, may be confusing 18. Could be confusing as to type of insurance.

7 7 General Comments 1. None of the suggested names says to the consumer what the exchange is or does 2. How about the Maryland Health Insurance Exchange - MarylandHIE.gov 3. I don't know if these are the snazziest sounding names! 4. I prefer clarity, not clever or cute. 5. Names like Maryland Health Care Plan, Maryland Health Access, Maryland HealthCare Plans, Branding is so important and the names do not stand out. A lot of education and outreach will be required. Other Comments Provided by Respondents 1. Look at the use of initials only as many people will shorten. Be sure they are useful and acceptable. 2. Lay people should be queried, both in rural and urban areas. 3. Maryland Health Insurance Plans Health Insurance for You Get Health Insurance Here 4. I think an ideal name would include the terms "health" and "insurance", such as: (1) "Maryland Health Insurance Marketplace", or (2) "Insure My Health, Maryland" 5. The ACA has branded the phrase Health Insurance Exchange. You could take advantage of it. 6. to the point but simple. 7. Polls should be taken online, metro, community newspaper and telephone surveys. This helps with early promotion as well. 8. I'd like: My Maryland Health Plan, it is personal but a sense of ownership! MMDHP 9. Best wishes for your hard work. 10. Could develop tag lines that help describe what title is, but it should probably stand on its own. Good luck! 11. Go for Maryland Health Connection to promote healthy living as well as health insurance. 12. This is a good idea and greatly needed. 13. The name should be easily understood by those with limited English skills. 14. whatever you choose, bombard the public with the name 15. Have a contest or incentive for the public to come up with a name. There are a lot of creative minds out here. Especially from our young people. Good Luck! 16. Maryland Health Marketplace isn't bad, but you aren't buying health per se, but insurance, and there is little context or understanding I would thing about what a "health marketplace" looks like...unless it s a some sort of health food market/store where you can buy organic products and vitamins maybe..." 17. If exchange is to meet health equity and other goals then it should be about more than insurance. It should also be about connecting consumers to care. Private market doesn't do that effectively. Therefore, this is positive brand building service exchange can provide.