Everyone understands that advertising helps sell products and that was the top way to sell health plans through the public exchanges. But looking back on the first open enrollment, just what worked and what lessons were learned to raise the number of enrollees further for 2015?

Speaking at the National Health Insurance Exchange Summit in Washington, D.C. on Thursday, Jason Madrak, the head of marketing for AccessHealthCT, Connecticut’s state-run exchange, said that paid media matters and it was “mission critical.” It was a way for Connecticut officials to get in the door and start the conversation with consumers.

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