L.A. Care Health Plan

Initiative: As the largest publicly run health plan in the United States, L.A. Care chose Maricich Health as its agency to develop the brand and launch a multicultural open enrollment advertising and marketing campaign for its first-ever commercial product. This initiative was part of L.A. Care’s participation in Covered California™, the state’s health insurance exchange established under the Affordable Care Act.

Outcome: For the 2016-17 open enrollment season, Maricich created the “Multi-Faceted” campaign to emphasize the rich diversity of L.A. County and encourage Angelenos to choose healthcare that’s as multifaceted as their lives. The campaign has been a phenomenal success, helping L.A. Care outmaneuver established competitors and drive a significant gain in market share by leveraging outdoor, radio, TV, digital and grassroots outreach.


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