New York State Going All In Creating a Bona Fide Brand for its HIX

by Patrick Riley 21 Aug 2013
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According to the Syracuse - Post Standard, a newspaper I used to deliver as a young man, New York State has hired the services of New York Ad Agency giant, DDB to develope the name, logo and ad campaign for the upcoming open enrollment period for the Empire State's health insurance marketplace (

You guessed it, Billy Joel, who is from New Jersey, but wrote the song and lyrics, "I'm in a New York frame of mind" has given his blessing to the creative concept which includes television ads, bus wraps, radio, print, newspaper and direct mail elements to the campaign. NY hopes to enroll 1 million new customers beginning in October and is offering monthly premiums starting at $170 a month for the least expensive (Bronze) option with a $965 a month offering for the most expensive coverage (Platinum).

States that are responsible for the creation and running of their own exchanges are actively promoting their services and using any and all tactics to make their programs go. Yesterday, these same states in a USA Today poll reported they hope to enroll 9.5 million new customers in 2014 which is 2.5 million more than the GAO predicts all 50 states will enroll. Very quickly we will see who is right.

I am intensely interested in the health insurance marketplace, its potential and its flaws. I will continue to write and analyze the impact of the creation of an online portal for uninsured Americans to shop for health insurance. You can follow me on Twitter @Patrick_FrostHC

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