MCAT for the Maryland HSCRC
THE CHALLENGE
The Maryland Health Benefit Exchange (MHBE) sought to increase health insurance enrollment among Hispanic populations—one of the most underserved and historically under-enrolled groups in the state. Reaching this audience required more than traditional outreach; it demanded culturally relevant messaging, targeted engagement strategies, and a deeper understanding of the diverse needs within Hispanic communities.
MHBE needed a partner to help identify key audience segments, develop effective outreach strategies, and build trust through community-based engagement—while also driving measurable increases in enrollment within a competitive and time-sensitive enrollment period.
Data-Driven Insights
Strategic Communications
Stakeholder Engagement
Performance Optimization
OUR APPROACH
A-G Associates partnered with MHBE to deliver a research-driven outreach and engagement strategy tailored to Hispanic communities across Maryland.
A-G conducted in-depth mixed-methods research to better understand the diversity within Hispanic populations, including cultural nuances, language preferences, media consumption habits, and barriers to enrollment. These insights enabled precise segmentation and informed highly targeted outreach strategies.
Using these insights, A-G developed and executed bilingual digital campaigns in English and Spanish, leveraging advanced targeting and re-targeting techniques. Campaigns were strategically deployed across digital platforms to reach individuals at multiple touchpoints, reinforcing messaging and driving action throughout the enrollment period.
Recognizing the importance of trust, A-G built and activated partnerships with community-based organizations, local leaders, and advocacy groups. These partnerships ensured that messaging was delivered through credible, culturally relevant channels and extended the campaign’s reach into communities that are often harder to engage.
A-G implemented an iterative testing approach, continuously evaluating message performance and audience response. Insights from real-time data were used to refine messaging, optimize campaign performance, and improve engagement and conversion rates throughout the enrollment cycle.
THE Impact
A-G’s targeted outreach and engagement strategy delivered significant and sustained increases in health insurance enrollment across Maryland. In the first year alone, overall enrollments in qualified health plans increased by 33 percent compared to the previous year. Among Hispanic populations, enrollment surged by 244 percent—demonstrating the effectiveness of culturally tailored, data-driven outreach.
This momentum continued in subsequent years, with consistent double-digit growth even during shortened enrollment periods. Through this work, A-G helped MHBE expand access to healthcare coverage, reduce disparities, and connect more individuals and families to essential services.
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