Effingham Daily News, Effingham, IL

Local News

April 12, 2013

AP Interview: Quinn hire to market health overhaul


A. We were awarded from the U.S. Department of Health and Human Services $115 million. We have the resources we need to create something unique and strong and trusted in Illinois.

Q. Will there be any state money involved?

A. No state funds at all. I want to be very clear about that. This grant is $115 million in federal dollars.

Q. How will community organizations get involved?

A. It's a competitive grant award process. The grantee needs to demonstrate their plan for educating and enrolling people in their community. We are allowing these community-based organizations to determine what resources they need to achieve specific, defined goals that we will hold them accountable for.

Q. When will the campaign launch?

A. The grant application process will start early next month. Our goal is in July to have Illinois grantees awarded and start the training process for them at the same time. Hopefully, we'll have a product and a brand and a message to start pitching.

Q. You've said social media will be part of the campaign. Why use Twitter and Facebook?

A. The digital outreach is just another way to inform and connect folks with the message and the brand. Smartphones play an important role in our target demographic. This is their tool, their personal computer.

Q. How will you know if you've been successful?

A. If we're waiting until October to start measuring our success, I believe that's far too late. That means creating specific goals and using metrics to hold ourselves accountable for achieving goals.

One very important metric will be "pre-enrollment" numbers. We will want groups to get us detailed information on as many people as possible: their name, email, phone number, so when Oct. 1 rolls around we can start getting those people enrolled immediately.

Another metric will be the number of culturally unique events that groups carry out, such as county fairs and other events where there will be lots of potential enrollees.

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