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Life Health > Health Insurance

Minnesota exchange builders post marketing RFP

By Allison Bell

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Managers of the Minnesota Health Insurance Exchange are looking for a company to develop and produce a marketing, advertising and public relations campaign.

The managers have posted a request for proposals (RFP) for the outreach campaign.

Proposals are due 4 p.m. CDT March 18.

The Patient Protection and Affordable Care Act of 2010 (PPACA) calls for the U.S. Department of Health and Human Services (HHS) to make exchanges, or Web-based health insurance supermarkets, available to individuals and small groups by Oct. 1.

Minnesota has approval from HHS to set up its own state-based exchange program.

The Minnesota exchange managers want the agency they hire to help them reach individuals and small businesses with promotions that will involve channels such as television, radio, print, digital, outdoor, mobile, point of sale and direct response vehicles.

Exchange managers hope to award the contract this month, have work start April 8, 2013, and have the run from June 2013 through March 2014.

The agency would be responsible for designing the campaign. The exchange staff would handle the actual implementation, officials said.

One campaign goal is to “ensure that agents/brokers are fully integrated into the exchange,” officials said.

Some of the materials that the agency should design will include “customizable materials for use by agents/brokers,” officials said.

Exchange managers also hope to engage community organizations and tap into existing relationships with state agencies and nonprofit organizations.

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