To appeal to a marketplace dominated by major players like Horizon Blue Cross/Blue Shield and AmeriHealth, Princeton Partners highlighted an important aspect of HRINJ: its status as a CO-OP.
By positioning the company as a values-driven health insurer, we were able to harness people’s frustration with their limited insurance options and present HRINJ as the member-focused solution. This wasn’t just an advertising campaign; it was a political campaign. Its theme: “Health to the People.”
At the start of the campaign, HRINJ had 4,950 members, with a goal of reaching 15,000. In just three months, HRINJ had converted over 60,000 new members.