Objectives

NYC Care is a new health care access program by NYC Health and Hospitals that offer services at little or no cost to New Yorkers unable to afford or ineligible for health insurance. NYC Care is part of NYC's “Guaranteed Care” plan, the largest municipal initiative in the nation to ensure health care for every person in ou city regardless of immigration status and ability to pay. 

With NYC Care, members get a membership card that gives them access to a primary care doctor or nurse and 24/7customer service and low-cost medications. Members have access to primary and preventive care such as routine screening and examinations and specialty care such as cardiology, gastroenterology, vision care and prenatal care.  

Our multiplatform Pharma and Healthcare campaign has the goal of encouraging eligible New Yorkers to enroll in NYC Care guided by the following 3 narrative pillars: 

-With NYC Care, people who have long been denied access to health care can finally UNLOCK that access, no matter where they were born or how much money they have. 

-With NYC Care, people who have not had any or not reliable access to health care are empowered to be in control of their health by taking care of any issue early and avoid relying on the emergency room for care. 

-No one gets better simply because they have aninsurance card. People get better because they are cared for by a thoughtful and compassionate team of care providers which is what NYC Care guarantees. 

Strategy and Execution

By studying and assesing the demographics of hard-to-reach people who can potentially benefit from NYC Care (undocumented immigrants and very-low income people), we designed multi-platform borough wide specific campaign composed of several mini-local campaigns in target neighborhood of every borough with high incidence of New Yorkers eligible for the program.  

The campaign's family of creative ads was inspired by the notion that many New Yorkers have long being denied the health care they need and deserve to live healthy and productive lives:

• The logo, which shows a key with the City's skyline, was designed as the key to unlock that access.
• The master or "manifesto" ad shows hands holding the key signifying the hands of these New Yorkers empowered by the unique sense of access and opportunity.
• The urban crowds in the background of the other three ads are the allies of "health care access for all" and the support network of New Yorkers holding the key. 

Our multiplatform social good campaign was designed to run in phases, aligned with the launch of the program borough by borough from August, 2019 till December, 2020. The campaign first launched in the Bronx on August 1, 2019 and it will run citywide by the end of 2020. The campaing is comprised of multilingual advertisements placed in diverse and dynamic platforms: 

• Out-of-home and public transportation
  • Inner borough bus shelters, LInkNYC and subway stations urban panels and turnstiles.
  • In-store posters placed in bodegas, check cashing stores, hair & nail salons and laundromats. 
• Digital and social media
  • Google search ad display.
  • Facebook, Twitter and Instagram.
  • CommuterStream app. 
• Print and online community and ethnic newspapers serving target language communities or communities: El Diario (Spanish), Haitian Times (Haitian Creole), Weekly Bangalee (Bengali), etc. 

Additionally, the advertisement campaign is supported by a few reinforcing elements: 

• Periodical collateral and promotional materials distribution by "health care access for all" volunteers and street marketing teams wearing walking billboards in key neighborhood locations and near our faciities.
• Partnerships with ethnic and community media who are experts in culturally sensitive messaging  and influencers for target communities. These media deliver 360 solutions (tv, radio, social and website) to ensure the message gets to target groups who trust these media.
• NYC Health + Hospitals facilities as campaign platforms with staff advocacy and branding and promotional distribution to ensure people visiting our facilities and walking near them know about the program.  
• Marketing and press events to gather experts and local influencers to talk about and praise the sucesses of the program. 

Results

Member enrollment numbers have exceeded expectations: 13,000 in 6 months (goal was 10,000 members in 6 months) have made over 27,000 primary care appointments and had over 14,000 prescriptions filled.

Our Call Center consistently reports the ad campaign as one of the top 3 reasons callers learned about the program and its benefits.  

A life-changing experience for many: 

• "I was able to get a refill for my prescription on a Friday evening and avoided having to go to the emergency department over the weekend."
• "I could resume my regular medical treatment after I couldn't cover the cost of premiums, lost my insurance and had to stop seeing my doctor."
• "As an undocumented immigrant, having access to health care after 2 years without it, meant for me to be able to stay and work in this city t support my teenage daughter. 

Metrics (1st Bronx Phase, August-October 2019)

•435 public transportation and OOH locations: 2,400.000 impressions

•82 insertions/20 outlets: 1,440,000 impressions. 

•Website views (222,511) and visits (62,262) 

Social: 11,542,476 paid impressions and 64,818 engagements. 

• Launch "Day of Action" (8/1/19) earned us 129,224 impressions, highest organic social media engagement in 2019 for H+H.  
• Spanish ads produced best overall impressions and clicks: 225,574 impressions. Additionally, Univision promotional video ran 61 times for 2,280,000 impressions. CTR for online display ads was 37% (industry benchmark CTR in Healthcare category is .24%). FACT: the overwhelming majority of target population and over 60 percent of current members are Spanish speakers

•At least 40 earned media story placements. 

Media