How do you quickly build trust and grow membership in a brand-new health insurance company that has an unproven track record and low awareness and competes in a marketplace full of legacy brands? Oh, yeah… and be prepared to launch in four weeks with half the budget of the competitors. That was the challenge posed to us by the management team of New Mexico Health Connections.
This start-up, nonprofit co-op health insurance company had an experienced and passionate team of industry veterans, a unique business model and a first year of modest growth under their belt. But this was the make-it or break-it year…a time to prove to their board of directors and to the market