Case Study: Nevada Health Link achieves record enrollment growth with Marketing for Change

Nevada Health Link boosts enrollment 24% with Marketing for Change

Nevada Health Link, the state's health insurance marketplace, faced the challenge of making health insurance feel accessible to residents, particularly those with lower incomes for whom monthly premiums felt out of reach. They partnered with vendor Marketing for Change and The Abbi Agency to boost enrollment by moving beyond typical "get covered" messaging.

Marketing for Change conducted extensive research and developed a campaign that integrated immediate emotional rewards like status and belonging into their messaging. This approach helped lower-income and low-literacy Nevadans better prioritize health insurance. The result was a 24% increase in subscriptions during the open enrollment period, the largest percentage increase among state-based marketplaces, adding nearly 20,000 new enrollees.

Nevada Health Link