The challenge. GetCoveredNJ, New Jersey's official health-insurance marketplace, was charged by state leadership with reaching every resident who still lacked affordable coverage. Aggressive enrollment goals meant finding those residents and helping them understand the benefits available to them.
What we did. MSI The Agency surveyed a diverse statewide population to understand real needs. We analyzed the data to find the strongest motivators for each demographic and cut the messaging down to the points that moved people most. We refreshed the visual approach with imagery that reflects the state's actual residents.
The results. To-the-point messaging and a new graphic approach, full of life, brought hundreds of thousands of residents into coverage.
- 500K+ residents signed up
- +40% increase in sign-ups since 2020
- +17% increase in page views, year over year
Enrollment growth measured since program relaunch.
Capabilities: MSIActivate™ · Research & Insights · Creative & Content · Media Planning & Buying