Insurers Market Exchanges for Young Invincibles

Jacqueline Fellows, for HealthLeaders Media , September 25, 2013

Contest participants can enter their photos by signing up through Facebook or Instagram, either via a PC or mobile device. The contest began on Sept. 9 and will run through Dec. 1. Winning photos are being chosen by community votes each month. The strategy is clever because photos are one of the most popular things posted on social media. By encouraging voting by friends and family, who have to register with an email address to vote, IBX is growing its raw engagement numbers exponentially. Who doesn't want to vote for a friend's picture?

The contest and campaign enter into IBX's social media goals. McClung says IBX has been actively engaging consumers on those channels for years, and its effort to garner attention for HIX fits perfectly with its Facebook, Twitter, Pinterest, and Instagram efforts. He says IBX wants to see its Facebook fan base increase by 1,000 per month, as well as develop deeper customer connections and, most importantly, grow its customer base through the insurance exchanges.

"They [the federal government] are banking on the fact that they need to get the younger demographic into the exchange to make everything work from a cost perspective," he says. "We're looking at it the same way. We're interested in that younger demographic who really doesn't have the brand allegiance to us. Contests like this make them feel like they can identify with this brand."

Jacqueline Fellows is an editor for HealthLeaders Media.
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