CO DEPARTMENT OF HEALTHCARE POLICY AND FINANCING 

Research Study

Market Research

The Idea Marketing partnered with a local communications firm to execute qualitative research for the Department of Health Care Policy.   

First, we developed the focus group discussion guide, screener and online banner ads.  Then, we utilized the findings from three focus groups we conducted to determine the best manner to rebrand Colorado Medicaid for the community, while also communicating all the positive changes the Affordable Care Act made to the statewide program.  Moreover, we tested the Department of Health Care Policy and Financing’s messaging looking to refine the copy, assuring relevancy with the community.   

Upon conclusion of the research, the Department of Health Care Policy and Financing utilized our analysis and recommendations to develop their future brand and next campaign.