New Mexico Health Insurance Enrollment Sees Growth Through Media and Community Engagement

Challenge: In October of 2014, The Garrity Group was selected to serve as the official communications agency for beWellnm, New Mexico’s Health Insurance Exchange, and continued its work through 2015 and 2016. Coming into its third open enrollment period, despite significant gains to reduce the number of uninsured, there was still market confusion surrounding beWellnm’s mission, modeled after the national Affordable Care Act Marketplace, costs, resources and generally how the program worked.


Our team developed and managed the media relations program, statewide community outreach efforts, social media, Spanish-language support, agent/broker engagement, outreach partner program and business to business outreach, all with an end-goal of increasing enrollment and closing the awareness gap. We focused our efforts on a statewide outreach approach that would not only inform but would engage and educate.


  • Generated 186 total placements from March 1, 2015 – March 31, 2016.
  • Exceeded our objective of initiating at least 10 business-to-business events, with helping to secure 24 events, in coordination with beWellnm staff.
  • Our efforts, in conjunction with the team at beWellnm, resulted in a 4.7 percent increase of new consumer enrollments.

Media Coverage: Albuquerque Journal, Albuquerque Business First, KOAT-TV (ABC affiliate), KOB-TV (NBC affiliate), KRQE-TV (CBS affiliate), KASA-TV (FOX affiliate), KTEL-TV (Telemundo affiliate), KLUZ-TV (Univision affiliate), Bloomberg, Deming Headlight, Farmington Daily Times, Santa Fe New Mexican, Roswell Daily Record, Insurance News Net, Cibola County Beacon, Las Cruces Sun-News, Las Cruces Bulletin, Silver City Sun-News, Houston Chronicle, The Republic, Daily Record, Los Alamos Monitor, The Associated Press, Ruidoso News, KKOB-AM, KSWV-FM, KBAC-FM, Rio Rancho Observer, and many more.

Topics of Focus: Open Enrollment, enrollment resources, deadline reminders, enrollment numbers, health insurance information