Awareness of Affordability of New Mexico Health Insurance Surges After Statewide Media Campaign
Challenge: In the autumn of 2018, the Garrity Group was charged with three tasks regarding consumers’ understanding of health insurance and purchasing it. Task one was raising awareness that people still were required to have health insurance under the Affordable Care Act (ACA) or Obamacare, as it is also called. That law was passed by Congress to increase access to affordable health insurance.
In New Mexico, the ACA is carried out by beWellnm, also known as the New Mexico Health Insurance Exchange and/or Marketplace. Using the Exchange, New Mexicans can compare health insurance plans and enroll. BeWellnm’s mission is to educate and enroll New Mexicans in affordable health insurance coverage.
The Garrity Group also was challenged with the tasks of promoting the advantages of buying health insurance through New Mexico’s beWellnm marketplace of plans and their affordability.
Complicating these challenges was consumer confusion about the ACA. Before fall 2018, Congress moved to undo the ACA and did revise the law that year. The Garrity Group’s consumer awareness program also needed to advise customers about changes to the law.
The Garrity Group, working in collaboration with a larger marketing and advertising team, developed and implemented a traditional media relations program that focused on increasing customer understanding about:
- beWellnm and its mission;
- that customers are still required to have health insurance; and
- the advantages of health insurance through beWellnm.
The Garrity Group and its partners launched the traditional media relations program during the annual insurance Open Enrollment period from October to mid-December. The public relations program targeted community education through radio, print and television statewide. The Garrity Group’s goals were to inform community members that beWellnm offers affordable health insurance, preventive care, annual checkups and peace of mind for the entire family.
Results: The Garrity Group understands that measurable results illustrate effort and effectiveness. The Garrity Group exceeded its required deliverable of two earned media placements in print publications for the Open Enrollment period.
The Garrity Group delivered by:
- generating 30 total media placements from Oct. 1, 2018 to Dec. 15, 2018;
- reaching radio audiences statewide with 450,461 impressions; and
- reaching print audiences statewide, including the state’s biggest markets, with 383,777 impressions.