How an agency grew a health insurer’s membership 1500% in three months of marketing.

Health Republic Insurance

Health Republic Insurance of New Jersey (HRINJ) is an innovative new health insurer born out of the Affordable Care Act.

Problem

HRINJ struggled early with poor market positioning and unsatisfactory lead generation. They had only been in existence for a year and were competing against insurance behemoths Horizon Blue Cross/Blue Shield and AmeriHealth. Further, they had to reach federally mandated targets to ensure sustainability.

HRINJ needed to grow. Quickly.

Solution

Princeton Partners highlighted an important aspect of HRINJ that would appeal to a marketplace: HRINJ’s status as a member-driven CO-OP. HRINJ puts its profits back into its plans—to improve coverage and lower premiums. From this, we developed a political-style campaign with the tagline, “Health to the People”.

By positioning HRINJ as a values-driven health insurer, we grew enrollment by 1500%.

Results

The campaign, which concluded with the closing of Open Enrollment on February 15, 2015, was the most successful lead generation campaign in Princeton Partners' history. HRINJ had 4,950 members at the start of the campaign, with a stretch goal of 17,000 by campaign's end. When all was said and done, HRINJ converted over 60,000 members into their ranks, 4x their stretch goal.