Massachusetts Health Connector
Humanizing enrollment and expanding statewide reach
Open Enrollment 2026
Insights
LaVoie Strategic Communications Group, Inc. developed an integrated Open Enrollment campaign that combined flagship video, targeted paid media, public-service placements, and community-based outreach to help Massachusetts residents understand coverage options, build trust in Health Connector services, and act during critical enrollment windows.
Impact
The campaign generated 348,484 impressions, 615 clicks, and 29 seconds average time on content. Public-service placements added 254 billboard locations and 2,000 PSA airings, while earned and paid outreach reached a potential audience of 194M across 185 Massachusetts outlets.