WASHINGTON: TogoRun has hired Jon Tilton as an SVP.
He has joined the firm as insurance plans increasingly need to differentiate themselves on state insurance exchanges.
Tilton has served as deputy director of strategic communications at America's Health Insurance Plans, a trade association representing the health insurance industry. Most recently, he was a GM at Advocacy Media.
Tilton will help with the EngagePoint account, which the firm won in March. The healthcare software and IT company hired TogoRun and Imre to position it as a resource for implementing state and private health insurance exchanges. The firm is also working with two community based insurance plans, according to Anne Woodbury, a partner and MD at the firm.
The state marketplaces were mandated by the Affordable Care Act. They are places where consumers can buy and compare insurance plans. Open enrollment will begin October 1.
One community plan that TogoRun is working with has never reached out to consumers directly about its products.
“This is a whole new zone, reaching out to consumers individually,” said Woodbury.
The firm is helping the company introduce both its products and its brand to a general population. A company's brand is especially important because it could determine whether consumers choose their clients over others on the exchanges offering similar products.
“These guys are trying hard to figure out what's going to differentiate them from the competition,” Woodbury said.
She hired Tilton not only because of his AHIP experience, but also because he has developed a strong skill-set in grassroots outreach both online and on the ground.
Helping clients promote appropriate information about their products and the exchanges themselves is important considering the “overwhelming amount of misleading messages and political rhetoric out there about the marketplaces,” Tilton said.