Maryland Health Connection
STATE GOVERNMENT
The Challenge
Maryland Health Benefit Exchange (MHBE)was plagued with numerous challenges during Open Enrollment Year One (2013-14) and Open Enrollment Year Two (2014-15). Problems ranged from not having enough capacity at their call center, to a failing website, to not reaching their target audiences (Hispanic Marylanders). As a result of this, target numbers were not met, frustration and distrust among consumers grew, and the credibility of MHBE declined.
Services
A-G provided outreach and education efforts to the Maryland Health Benefit Exchange (MHBE), to increase enrollment in the Hispanic population. A-G used research techniques to segment the Hispanic population and created a digital campaign, in English and Spanish, that targeted and re-targeted the audience. We tested messages and created partnerships that spoke to the targeted audiences.
Impact
As a result of A-G’s outreach and enrollment efforts, Maryland achieved one of the fastest healthcare enrollment rates in the country throughout our contract. During the first year alone, overall enrollments in qualified health plans increased 33% more than during the previous year. For Hispanics, enrollment increased by 244% and has continued double-digit growth since 2015, even during the abbreviated enrollment period in 2017.
