beWellnm

Improving the State of Health

What We Did.

  • Brand Strategy
  • Media Strategy
  • Brand Identity Design
  • Collateral Design
  • Advertising Campaign
    • Television
    • Video / Online
    • Radio
    • Out-of-Home
    • Transit
    • Print
    • Online Strategy
    • Website Design

Challenge.

The New Mexico Health Insurance Exchange conducted research at the end of their first open enrollment. The results of the study were dismal–enrollments were down, confusion was high and awareness was low. K2MD was hired to increase enrollment, correct the high level of market confusion, and improve awareness of the Exchange’s purpose and benefits. As a new category, consumers didn’t understand what a health exchange was and were, therefore, even more confused with the name of the website “Be Well NM”.

Strategy.

Our preference is to drive every brand change with factual data and consumer insight. Fortunately, we had the research to do just that. Though our first preference would have been to simplify and consolidate the two names (New Mexico Health Insurance Exchange and Be Well NM) into one brand, there was no time to implement such a significant change. Instead, we re-prioritized the identities. Be Well NM would become the primary retail brand and New Mexico Health Insurance Exchange would function in the background as the governing body for Be Well NM. Simple, direct, educational messages were employed to solve this complex problem.

To address the confusion of what a health insurance exchange is, we used this simple and informative descriptor at every touchpoint.

Results.

Never underestimate the power of simplicity. The results exceeded expectations and projections. Enrollments increased by 62.5%. Awareness more than doubled and virtually every medium outperformed industry standards.

Entertaining & Educational

Television commercials told a story with simple animated icons, a friendly voice and happy music. Honestly, they were hard not to watch, which resulted in an incredibly high play-through rate.

Measured Campaign Results.

62%

Increase In Enrollments

400%

Above industry standards for online success

9x

Above industry standards for online engagement