Kirsten held a key role in the launch of the CT Healthcare Exchange. Her responsibilities included the management of a $15 million media plan including reporting and optimization, multi-cultural and partnership strategy and oversight and management of all campaign assets – video, interactive, web, digital advertising, OOH.

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The effort was much like that of a startup – new category, no identity, no awareness – and had the added challenge of being politically charged. It started with the development of a go-to-market strategy that addressed branding, awareness, education, engagement and enrollment.

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Every element of the campaign delivered consistent messaging and was driven by a seamless user experience, frequent touches and response-focused advertising that drove to an interactive website. It was so successful that a case featuring the integrated marketing strategy is being taught by both the Harvard Business School and School of Public Health.