As states contemplate the transition from Healthcare.gov to state-based health insurance exchanges (SBEs), the importance of thoughtful and strategic branding cannot be overstated. Branding is not merely about creating a recognizable logo or attractive visual elements—it is the cornerstone of trust, engagement, and long-term success for any state-based exchange. As the leading provider of SBE technology, GetInsured offers a comprehensive approach to help ensure that your state’s exchange not only meets but exceeds expectations.
Building Trust and Credibility
Transitioning from a well-known platform like Healthcare.gov requires the new state-based exchange to quickly establish trust and credibility. Branding is more than just a logo or color scheme—it’s the foundation of trust, engagement, and long-term success. GetInsured collaborates closely with states to create a consistent and strong visual identity that reflects professionalism, reliability, and security. By customizing on-screen content—ranging from landing pages to error messages—to align with the state’s brand voice, we help ensure that users feel confident in the new platform from the very first interaction.
Many states establish branding guidelines to maintain a consistent brand identity across all platforms and appearances. In Pennie®’s case, their main goal was, “to maintain that simplicity through a consistent look and feel, which will make users feel welcome and prevent them from becoming confused in the process of buying insurance.”
Reflecting State Values and Priorities
A strong, locally relevant brand is key to driving public awareness and engagement. Every state has its unique values and priorities, and a state-based exchange should reflect these. Whether it’s promoting local health care initiatives or aligning with state-specific health goals, GetInsured works with states to ensure that all content reflects the state’s brand voice—whether conversational, friendly, instructive, or welcoming—across all communications. This alignment fosters a deeper connection with users, ensuring the exchange resonates with the community it serves.
In New Mexico, the BeWell team developed a comprehensive branding and style guide to clearly convey that BeWell is more than just a technology platform—it represents a broader vision and mission. BeWell is committed to supporting the health and well-being of New Mexicans by helping those in need of health insurance and connecting them with financial assistance. Their brand aims to reflect this mission.
Enhancing User Experience
Setting up a state-based exchange impacts how consumers shop for coverage, and effective branding can help ease this transition by providing continuity and clarity. A well-branded exchange will clearly communicate the benefits of the move, helping users understand why the change is happening and what they can expect from the new platform.
- Ease of Use: Branding contributes to a coherent user experience. The GetInsured design process ensures that design elements and layouts are standardized across the state-based exchange, so that users can navigate them more easily. This consistency reduces confusion and helps citizens find the information they need quickly, improving overall satisfaction.
- Accessibility: Clear and consistent branding can aid in making the state based exchange more accessible to all users irrespective of ability across multiple technology platforms. When users know what to expect in terms of navigation and design, they can more easily use assistive technologies to interact with the site.
Ensuring Long-Term Sustainability
A well-established and relatable brand is essential for the long-term success of a state-based exchange. As health care needs evolve, it’s crucial that the exchange remains relevant and trusted. GetInsured’s platform is designed to be flexible and configurable, allowing for ongoing alignment with the state’s brand guidelines and ensuring the exchange can adapt to future changes while maintaining its core identity.
Branding is much more than just an aesthetic consideration—it’s the foundation upon which trust, engagement, and long-term success are built. GetInsured is dedicated to helping states transition smoothly from Healthcare.gov to a state-based exchange by offering a robust, customizable platform that reflects the unique identity and values of the state. By working together, we can create an exchange that not only meets the needs of residents but also fosters a healthier, more connected community for years to come.
