December 19, 2013 09:00 ET

New Mexico Makes Big Impact With Social Media Campaign to Urge Health Insurance Enrollment

New Mexico Health Insurance Exchange Ranks High in Social Engagement Nationwide

ALBUQUERQUE, NM--(Marketwired - December 19, 2013) - When it comes to a state Exchange doing something right in terms of social media, look no further than the New Mexico Health Insurance Exchange (NMHIX). While the state is not the only state with an Exchange to leverage social platforms to educate and connect with the public, it is clearly doing something right. Publishing its first Facebook post less than three months ago on September 18, the BeWellNM page has already amassed 6,950 "Likes" and counting. To put this in perspective, this is the third highest engagement of any of the Exchange Facebook pages. While California and Arkansas command the first two places in terms of engagement, both have larger overall populations than New Mexico and both went live with their social extensions months before New Mexico. 

This social phenomenon is not exclusive to Facebook either, NMHIX is second only to Oregon in terms of YouTube video views, despite Oregon's YouTube presence launching a full year ahead of the state and its videos launching five months before New Mexico's.

"Based on the vast distribution of New Mexicans in a large and rural state, we knew that social media would be an incredibly powerful and effective tool to reach people," said Debra Hammer, Chief Communications Officer for NMHIX. "By investing our efforts in social media, it creates a convenient place for people to get the information they need, whenever and wherever it works best for them."

NMHIX's marketing firm, BVK, partnered with Albuquerque based Poston & Associates and Cooney, Watson & Associates. The three agencies work in concert to develop a mixture of relevant, compelling information to distribute on a regular basis. Examples of content include a robust blend of educational materials like fact sheets, guides, key dates and video introductions to those coordinating and running NMHIX. Additionally, the team works to share real-life stories, allowing viewers to identify with and to personally share in the experiences of others.

"We want to ensure that we are reaching people of all ages and backgrounds in the most effective and meaningful ways possible," said Martin Hickey, M.D., Chair of the NMHIX Marketing and Outreach Committee. "Adding these social platforms to our campaign gives New Mexicans yet another avenue to access information, ask questions and receive feedback. We are excited to deliver such a well-rounded and educational campaign to our residents about such an important issue."

The social campaign rolled out in three phases, each with slightly different objectives ranging from boosting awareness about health insurance within the social communities to targeting content for eligible residents who have yet to enroll for healthcare coverage. In addition to delivering original content, the various social platforms also serve as customer service sites, where residents can ask questions and seek guidance. The goal is to facilitate a constructive, open dialogue around the Patient Protection and Affordable Care Act and eventually help New Mexicans sign up for health insurance. New Mexicans have the option of visiting the various sites to engage with both the NMHIX and fellow residents. In addition to Facebook and YouTube, NMHIX also works to connect directly to the people of New Mexico through and its Twitter handle @NMHIX.

"Our plan is to stay as proactive as possible on these various social sites. It's crucial that we provide constant assistance, updates and offer as many educational tools as possible and continue to encourage enrollment throughout the campaign," said Mike Nuñez, CEO of the NMHIX. "Our social media campaign only further demonstrates our commitment to meeting our goals and supporting New Mexicans throughout this process."

Individuals can still enroll now through December 23 to be eligible for coverage on January 1, 2014. Visit or one of the various social media extensions for more information - Facebook (, Twitter (@NMHIX) and / or YouTube (

About New Mexico Health Insurance Exchange

New Mexico Health Insurance Exchange (NMHIX) was created to help individuals and small businesses get access to affordable health insurance plans. NMHIX will also help consumers compare health insurance plans and choose the plan that works best for their health needs and budget. NMHIX will help individuals determine whether they are eligible for premium assistance and if so, at what level. Through SHOP, small businesses will be able to purchase competitively priced health insurance plans and offer their employees the ability to choose from an array of plans. Individuals and small businesses can start enrolling in NMHIX plans October 1, 2013 with coverage effective starting January 1, 2014. Health Care Guides and brokers/agents are available throughout the state to help with signing up for NMHIX coverage.

For more information on NMHIX, please visit

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