CASE STUDY
Health Republic Insurance of New Jersey
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.
CASE STUDY
Health Republic Insurance of New Jersey (HRINJ), a company born out of the Affordable Care Act, struggled early with poor market positioning and unsatisfactory lead generation. They hired Princeton Partners to revamp their brand messaging and optimize customer acquisition.
Princeton Partners uncovered an important aspect of HRINJ that would appeal to a marketplace dominated by major players like Horizon Blue Cross/Blue Shield and AmeriHealth: HRINJ’s status as a member-driven CO-OP.
Unlike its competitors, HRINJ puts all of its profits back into its plans. By positioning the company as a values-driven health insurance option whose mission is providing “Health to the People,” we were able to differentiate HRINJ in the market.
The campaign, which concluded with the closing of Open Enrollment on February 15, 2015, and included television, radio, digital, social, events, and direct mail, was extraordinarily successful.
Princeton Partners uncovered an important aspect of HRINJ that would appeal to a marketplace dominated by major players like Horizon Blue Cross/Blue Shield and AmeriHealth: HRINJ’s status as a member-driven CO-OP.
