Introducing the Washington Healthplanfinder

By Guest Blogger

Today, the state of Washington officially announced that its state-based health insurance exchange will be called the Washington Healthplanfinder. Consumers in Washington will be able to begin enrolling in private health plans, insurance affordability programs, and public programs like Medicaid and Apple Health for Kids (Washington’s CHIP program) through the Washington Healthplanfinder on October 1, 2013.

WA Healthplanfinder RGB

The Washington Health Benefit Exchange Board worked with GMMB and Lake Research Partners to develop the name, logo, and tagline of the new exchange by conducting focus group testing, interviews with residents throughout the state, and an online survey. According to Michael Marchand, Director of Communications for Washington’s exchange, “Residents repeatedly expressed a desire for a simple, memorable name – one which creates a feeling of trust and confidence in a new marketplace that will help them find the right health plan.”

For details about Washington’s branding research and its decision to name the exchange the Washington Healthplanfinder, click on the links below:

  • Branding Update – This presentation, given by Michael Marchand on September 24, 2012, outlines the exchange’s decision to use Washington Healthplanfinder.
  • Branding the Washington Health Insurance Exchange – GMMB presented these slides to the Washington State Exchange Board on the branding and name of their exchange. The slides provide an overview of the comprehensive research that informed the branding recommendations.
  • Research Findings around Naming Washington’s Exchange – This April 2012 memo provides research findings relevant to naming Washington’s exchange, including information about what consumers think of the terms “exchange” and “insurance.”

For more information about branding, marketing, and outreach plans in other states, check out our Public Education Resources page!


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