A Billy Joel kind of insurance exchange
August 21, 2013 in Medical Technology
By Phil Galewitz
Some folks like to get away,
Take a holiday from the neighborhood.
Hop a flight to Miami Beach or to Hollywood.
But I‚Äôm takin‚Äô a Greyhound on the Hudson River line.
I‚Äôm in a New York state of mind
‚Ä¶ er ‚Ä¶ make that ‚ÄúNew York State of Health.‚ÄĚ ¬†Playing off the title of Billy Joel‚Äôs iconic 1976 song, the officials running New York‚Äôs¬†health insurance exchange announced Tuesday that they have chosen New York State of Health¬†as the brand name of their new online marketplace.¬†
‚ÄúWe wanted a name that was distinctive and unique to New York and is emotional and not just functional description,‚ÄĚ said Leo Mamorsky, executive group account director with DDB New York ¬†which is handling advertising ¬†for the exchange.
In their first YouTube ad, there are scenes of Manhattan, Niagara Falls and people in rural and suburban settings. Joel‚Äôs song, though, is not on the video. Joel grew up in Hicksville, N.Y., and lives in the Hamptons.
New York is the latest state attempting to brand the new marketplaces. The marketplaces, one of the key ways the health care law¬†extends coverage to the uninsured,¬†open for enrollment Oct. 1, selling policies that will take effect Jan. 1. New York exchange officials announced last month that average premiums sold on the exchange¬†would be about half the price they are today for individuals who buy their own insurance.
‚ÄúIn creating a name, we wanted it to be meaningful, memorable and capture the essence of what it is to be a New Yorker ‚Äď that unique ‚Äėcan do‚Äô attitude and state of mind,‚ÄĚ said Donna Frescatore, New York ¬†State of Health‚Äôs executive director. ‚ÄúWe‚Äôre confident the ‚ÄėNY State of Health‚Äô name and campaign will inspire New Yorkers who are uninsured or underinsured to explore the options and choose the plan that fits their needs.‚ÄĚ