SCG helped HealthSource RI, Rhode Island’s health insurance marketplace, implement several targeted marketing strategies to increase awareness and boost enrollment. The case study below highlights vital aspects of their branding, development, voice, and strategy:

Branding: HealthSource RI has positioned itself as a trusted, affordable option for health coverage, highlighting accessibility and the value of its plans. The branding emphasizes Rhode Island community pride, presenting HealthSource RI as a local, reliable choice with solid ties to the state.

Campaign Development: The development of HealthSource RI’s open enrollment campaigns focused on simplicity and clarity. Using straightforward messaging—such as emphasizing that they offer “health insurance at the lowest cost”—helped attract a wide range of Rhode Island residents. These campaigns were designed to be both informative and motivational to encourage proactive participation.

Voice and Tone: HealthSource RI’s communications adopt an inclusive, supportive tone that speaks directly to the needs of Rhode Islanders. This approachable voice ensures that information on health coverage options is easy to understand, minimizing industry jargon. Using a friendly, encouraging tone aims to make the insurance enrollment process feel less daunting and more personal. Photography and video of local business owners and residents was used to help convey a message of trust and support.

Strategic Outreach and Social Media: HealthSource RI’s strategy includes community-centered outreach and targeted social media initiatives to reach underserved populations. Using platforms like Facebook and Instagram, HealthSource RI can inform diverse demographic groups about enrollment deadlines and answer common questions, aiming to boost engagement and trust across the state.

These elements have allowed HealthSource RI to effectively raise awareness, support enrollment growth, and strengthen its presence as Rhode Island’s dedicated health insurance marketplace. SCG developed the site’s strategy, design, content, and UI/ UX. We’re proud to report that U.S. News recognized the site as one of the country’s top 10 healthcare access sites.