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HRINJ, or Health Republic Insurance of New Jersey, is the state’s health insurance system. This system was a child of the ACA signed into law back in 2010. As you can imagine, this is a company with a plethora of competition since there are so many insurance companies operating in the US. We are talking about successful companies like AmeriHealth and Blue Cross/Blue Shield. These companies have excellent performance on the market and, therefore, they have a plethora of resources.
At one moment, the company’s position in the financial market was pretty bad, and there weren’t almost any significant additional profits that it could count on. At the same time, its lead generation number was at a pretty low level. Add to that the situation where HRINJ needs to meet targets to achieve sustainability. So, to stay competitive on the market and meet all the requirements, this insurance company required massive changes.
As we’ve explained, all the companies in this field need to meet certain conditions to ensure it has an adequate amount of money to fulfill all the financial responsibilities. The most important part of these obligations has enough money to fulfill all commitments to providers and policyholders. Failing these obligations can mean that the company is in a perilous financial condition. This is exactly what happened to HRINJ. The Court had to take action to protect medical providers and consumers. One of the possible results was the liquidation of the company. To prevent this from happening, HRINJ needed to act fast and grow their income. Many users have asked themselves what this really means?
Surely, policyholders have questions about what happens in case an insurance company goes into the process of liquidation. All claims providers will be covered by the state’s guaranty association reduced by 20%. In case policyholders have paid the provider’s bill, the guarantee association would cover their expenses. Thankfully, HRINJ was able to grow pretty fast. Let us see what the company has done to improve its numbers.
According to Princeton Partners, a marketing company that was hired to improve its marketing strategy, HRINJ’s status was a member-driven CO-OP. The goals were to reduce premiums and to improve coverage. Due to these two goals, Princeton Partners came up with a tagline “Health to the People.” This sentence doesn’t look as interesting at first sight, but it managed to accomplish some exceptional results. One of the most important things that have been achieved was increased page views, which were increased by 21%
Also, Princeton Partners started ranking relevant keywords to improve ranking on search engines. At first sight, this sentence doesn’t look interesting, but it managed to achieve outstanding outcomes like 67% increased length of each visit, bounce rate dropped by 4%, and organic traffic increased by 78%. What came after some call one of the most successful lead generation marketing campaigns in the agency’s history. The enrollment saw a 1,500% increase. Before the campaign started, the company had only around 4k customers. After the campaign, this number grew to an imposing figure, 60k.
It’s always impressive how an impossible situation turns into a fruitful project. HRINJ is now performing at a pretty solid level. We’ve already said that this is Princeton Partners’ most successful marketing strategy in their organization’s history. You can see that there are no possible situations if you have the proper strategy to turn the situation to your advantage.
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