The state-based exchange in Nevada is paying about 50 cents per 1,000 Facebook views this year.
The marketing team at the Carson City-based Nevada Health Link exchange says a recent Facebook video campaign attracted about 600,000 video views and reached about 449,000 Nevada residents.
The campaign generated 5,391 reactions, likes comments, shares and link clicks, or a total of about 9 interactions of some kind per 1,000 video views, according to a marketing report included in a board meeting packet.
The Nevada Health Link now uses HealthCare.gov systems to handle enrollment, but the agency that oversees the exchange, the Silver State Health Insurance Exchange Board, continues to hold regular board meetings and oversee exchange sales and marketing efforts.
Heather Korbulic, the agency’s new executive director, acknowledges in another report included in the meeting packet that exchange plan issuer commission cuts have led to a reduction in the number of agents and brokers selling exchange plans this year.
The exchange will try to make more use of nonprofit counselors to fill in-person assistance gaps, Korbulic says.
But “our marketing and outreach messaging will remain the same, encouraging consumers to visit our website to find licensed in-person assistance,” Korbulic says. “The exchange values our partnerships with brokers and agents and recognizes the difficult decisions that they are making; we continue to work collaboratively with their associations.”
In other Nevada exchange sales and marketing news, the exchange says it:
Reached 484,460 Nevadans through a Facebook email capture program and generated 355 leads, or about 0.75 leads per people reached, from the program in July.
Generated 1.4 million impressions with a YouTube “pre-roll” advertising campaign and about 354,000 video views. About 26 percent of viewers watched the whole video.
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