New Mexico Health Insurance Exchange Marketing Agency Announces Resignation

MILWAUKEE, Sept. 30, 2014 /PRNewswire/ -- BVK, the full-service advertising and marketing agency of record for the New Mexico Health Insurance Exchange (NMHIX), announced today that they will not pursue extension of the current contract between them and the Albuquerque-based health insurance exchange. This announcement follows the exchange board's unanimous July vote to renew BVK's contract through 2015 and subsequent invitation to participate in an open RFP bid for the same work.

After awarding the original work to BVK in August of 2013, the New Mexico Health Insurance Exchange board recently voted unanimously in a July 25 meeting to renew the marketing firm's contract. The board approved a $6.2 million contract for BVK to continue to lead all marketing and communications efforts for the state-based exchange through June 2015. United behind the goal of positioning the NMHIX as the front door access point to bring insurance to the uninsured of New Mexico, NMHIX and BVK began working together in early August 2013, immediately prior to the October 1 launch of the first open enrollment period.

As NMHIX assesses and chooses its new agency partners, BVK remains committed to ensuring a smooth and comprehensive transition of work as the November open enrollment period approaches rapidly.

Challenged with reaching and enrolling one of the largest state uninsured populations in the United States, BVK helped NMHIX establish the foundation for the state's exchange as well as the look and feel for the brand. In addition, the agency served as a strategic partner in developing goals, outlining plans and leading execution in partnership with several local New Mexico-based PR and marketing firms. Despite major unforeseen obstacles including nationwide delays and problems with Heathcare.gov, the BVK and NMHIX efforts resulted in notable successes.

The collaborative efforts to bring insurance to the uninsured resulted in the enrollment of nearly 200,000 previously uninsured New Mexicans in healthcare coverage through the exchange (34,000) and the expanded Medicaid program (164,000) – one of the country's steepest drops in statewide uninsured population, from 20 percent of state residents down to 15.2 percent in mid-July, based on the August 2014 Gallup-Healthways Well-Being Index. In addition, in both a national and statewide poll measuring the effectiveness of marketing among those who were still uninsured, New Mexico residents scored higher in recalling important aspects of the ACA – even 3 months after the campaign ended – than did national respondents within weeks of seeing their local campaigns. A primary indicator of marketing campaign impact, this national comparison suggests that the New Mexico campaign resulted in higher recall than other campaigns across the country, even after significant time had passed.

Audience response data also indicated a significant shift in information-seeking and enrollment interest within the target populations as a result of campaign efforts, with over 43,000 calls placed to the call center and more than 319,000 unique website visits and attempts to enroll in the Exchange during the most recent open enrollment period.

"We are incredibly proud of the work done and results achieved on behalf of NMHIX," said BVK managing director Joel English. "This is the type of work that drives us at BVK. For over 30 years we have focused on working with brands that help improve the lives of others. Despite our decision to not pursue the ongoing work we remain supportive of the organization and believe in the importance of the ACA mission to provide access to affordable health insurance coverage for all. We wish them continued success as they embark on the second phase of implementation of this important legislation."

In addition to enrollment and awareness successes, the campaign has received significant recognition in the marketing and communications community.  Be Well NM achieved two gold awards and one silver at the 2013 Healthcare Marketing Awards and the social media outreach campaign earned a PRSA Paragon Award of Excellence for developing effective social engagement programs that ranked among the top five nationally.

About BVK
BVK is a top 25 independent marketing and advertising agency with headquarters in Milwaukee, Wis. and offices across the country. Founded in 1984, the company offers a comprehensive range of integrated services and specialized skills to build programs that move consumers to engage and take action. Focusing on the pillars of healthcare, travel & tourism, higher education and consumer products industries, BVK is structured as a series of specialized teams integrating seamlessly under one roof. BVK>Insight develops detailed brand strategy and planning, marketing analytics and research. BVK>Word builds brands' word-of-mouth opportunities through public relations, social media management, experiential marketing and promotions. BVK>Content Studio captures and produces platform-appropriate series of branded content in the form of video, imagery, illustrations, short-and long-form writing, as well as print and digital magazines and publications. BVK>Create designs award-winning creative strategies, original campaign design and production. BVK>Meka specializes in Hispanic and multicultural marketing and communications programs. BVK>Connect offers media strategy and placement, informed by a deep understanding of the increasingly complex media landscape, to optimize audience response and outcomes. For more information, visit www.bvk.com

Contacts:

Sara Meaney
[email protected]
414-412-5642

Annie Holschuh
[email protected]
414-499-0795

SOURCE BVK