Insights from Covered California’s CMO: An Empathy-First Approach to Healthcare Marketing

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Navigating health insurance is often complex and impersonal. This presentation reveals how Covered California’s campaign is revolutionizing healthcare marketing with an empathy-first approach, grounded in a core principle: multicultural marketing is marketing.

We’ll explore a creative strategy that moves beyond translation to authentic, thoughtful storytelling that deeply resonates with today's diverse audiences. By challenging the “big healthcare” narrative, we are transforming the confusing process of finding the right coverage into an empowering, human-centered experience - especially for those audiences who need the most support.

Join us to discover how this strategy is making healthcare more accessible, understandable, and genuinely connected for all Californians.