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State

Health insurance marketplace branded ‘Get Covered Illinois’

CHICAGO – The brand name of Illinois’ new health insurance marketplace does something that other states’ names don’t. “Get Covered Illinois” tells the 1.8 million uninsured residents what they need to do.

Gov. Pat Quinn’s administration unveiled the name Wednesday, less than a week ahead of the launch of the online marketplace where people can comparison-shop for the coverage required under President Barack Obama’s health care law.

The sunny orange logo, which also features the outline of the state, is meant to remind Illinois residents that it’s the “dawn of a new day,” said Brian Gorman, outreach director for the marketplace. The name and logo were selected with input from focus groups, Gorman told a meeting of the governor’s Health Care Reform Implementation Council on Wednesday in Chicago.

The brand and logo are part of a multimillion-dollar ad campaign that begins Tuesday and will build through the fall and winter. Uninsured Illinois residents have until the end of March to buy health insurance through Get Covered Illinois.

TV ads are scheduled to begin in mid-October and run through December. Consumers have until Dec. 15 to sign up if they want their coverage to start Jan. 1. The campaign will emphasize that Dec. 15 date, Gorman said.

After the first of the year, the ad campaign will start telling success stories of Illinois residents who got coverage through the health law, Gorman said, reminding people “there’s still time.”

State officials expect at least 300,000 people to sign up for coverage using new options available through the Affordable Care Act before the end of March.

Others states have named their marketplaces too. There is Covered California, Hawaii Health Connector, NY State of Health, Kynect (Kentucky) and MNSure (Minnesota).

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AP Medical Writer Carla K. Johnson can be reached at https://twitter.com/CarlaKJohnson

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