New Mexico Health Insurance Alliance
Challenge– The New Mexico Health Insurance Alliance is a State of New Mexico mandated program that provides health insurance for people typically unable to qualify for health insurance coverage. The market is a very small niche. We had to figure out how to best communicate to the niche without wasting dollars on reaching the masses.
Strategies/Tactics – The NMHIA staff were spending too much time fielding calls from people who were not prospects for the Alliance plans. We switched the call to action in all promotions and outreach from calling the Alliance to going to the Alliance website.
- Redesigned the NMHIA website, where people could self qualify and be connected with a broker for additional assistance
- Branded the organization with an, “It’s as easy as 1 – 2 – 3” message on all ads and marketing materials
- Launched an aggressive print and broadcast campaign in the cities that historically have provided the best sources of prospects
- Created promotional desk products for insurance brokers who refer clients to the Alliance
- Quarterly public relations outreach
- Set-up and monitored Google analytics to track website results
Results – Within one quarter of launching the new campaign, website hits increased by 10 percent and staff calls decreased by 50 percent.