L.A. CARE HEALTH PLAN

MULTI-FACETED

CHALLENGE

L.A. Care Health Plan—the nation’s largest publicly run health plan—was selected by Covered California™ as one of six health plans in the county to serve uninsured and underinsured residents through its health plan product, L.A. Care Covered. However, as L.A. Care Covered entered its fourth year, enrollment behavior revealed a clear misalignment in health plan selection, with many members defaulting to lower-tier coverage despite qualifying for stronger protection and lower total healthcare costs. Research showed limited enrollment in the enhanced Silver plans—coverage designed for individuals and families eligible for cost-sharing reductions and more comprehensive benefits. L.A. Care needed to shift perceptions and guide members into recognizing a more affordable, more protective plan within reach—and positioning L.A. Care Covered as the plan that delivers stronger coverage and easier access across every tier.

OUTCOME

Maricich Health introduced Multi-Faceted, a multicultural campaign built around five mosaic faces symbolizing the diversity of L.A. County. The platform positioned L.A. Care Covered as healthcare coverage that is as multifaceted as Angelenos’ lives are. Strategically, the campaign used a crossover approach—promoting Silver-level coverage benefits without naming the tier to strengthen trust and relevance across all L.A. Care Covered plans. Creative messaging emphasized more care for less cost, greater access to top hospitals, and more affordable coverage—proof points that resonated with shoppers and switchers. A targeted strategy identified subsidy-eligible “hot zone” ZIP codes and delivered creative executions in six languages for cultural relevance. The campaign extended across print, radio, outdoor, mobile and pre-roll ads, direct mail, and a train station takeover, supported by refreshed website content and a plan-selection tool. Geo-targeted digital ads reinforced the message in high-eligibility neighborhoods, positioning L.A. Care Covered as the strongest value choice for diverse L.A. County communities.