Health Exchange Gets A Makeover

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From Metro Editor Bernie Davidow:

Access Health CT logoSay so long to the Connecticut Health Insurance Exchange, the old name for the state’s new online marketplace for health plans. Beginning Tuesday, the group has a new name — Access Health CT — a new logo, and a new website.

“The goal is to make Access Health CT consumer friendly — a true competitive marketplace for people to attain high quality health insurance coverage,” Jason Madrak, the group’s chief marketing officer, said in a statement announcing the makeover Tuesday.

“This is going to be the one place Connecticut residents and small business owners can go to compare and choose robust health insurance plans from brand-name companies,” he said. “It’s where individuals will find out if they’re eligible for discounts through tax credits or if they’re qualified for Medicaid. And where small businesses will see what tax benefits they may receive for providing coverage to their employees.”

The exchange, a quasi-governmental marketplace for health plans, is part of federal health care reform. Open enrollment is scheduled to start in October.

The new website is

The group explains its new logo this way:

“Extensive consumer testing was undertaken to ensure the name, logo, descriptor and colors were effective for increasing awareness of the Exchange and conveying that it will be accessible, welcoming and helpful. Conducted over several months with more than 300 likely Exchange customers, the research showed that people want convenience, assistance, and understandable options when it comes to health care insurance. The sun logo was seen as warm and inviting, and depicting ‘a brighter day for Connecticut’ according to one research participant. “

Pappas MacDonnell, a marketing and communications agency based in Southport, worked to develop the new brand, Access health CT said in its press release.

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