Connecting Coverage to Community
- Client Nevada Health Link
- Date 2022–2025
- Services Public Health Marketing
Why This Mattered
Nevada Health Link operates at the intersection of public health, policy, and personal wellbeing. During a time of evolving healthcare legislation, Medicaid shifts, and post-pandemic uncertainty, the organization faced a critical opportunity: not just to drive enrollment, but to rebuild trust in how health coverage is understood and accessed across the state.
This work spanned three Open Enrollment Periods and multiple Special Enrollment Periods, guiding long-term marketing strategy, annual planning, execution, and optimization across the full marketing ecosystem.
The Challenge
Health insurance is complex, emotional, and frequently misunderstood — especially among uninsured, underinsured, rural, multicultural, and newly Medicaid-ineligible populations.
Nevada Health Link faced layered challenges:
- Low awareness and confusion around eligibility, deadlines, and financial assistance
- - Distrust of healthcare systems and fear of hidden costs
- - Highly diverse audiences across language, culture, income, and geography
- - High-stakes timing where missing an enrollment window meant remaining uninsured for a full year
- - Beyond driving enrollment numbers, the deeper challenge was repositioning Nevada Health Link from a bureaucratic marketplace to a trusted, human, community-rooted resource.
Our Role & Approach
We stepped into senior marketing leadership across strategy, planning, and execution — operating as fractional CMO and growth lead.
Rather than isolating tactics, we unified the ecosystem under a single performance-driven, audience-first framework. Working in close collaboration with partners including Marketing for Change (research and impact measurement) and Ericka Aviles Consulting (intercultural PR and community activation), we aligned all efforts around one objective: helping more Nevadans understand, trust, and enroll in coverage.
Leadership focused on clarity, integration, and disciplined execution — ensuring research, messaging, creative, paid media, SEO, content, partnerships, and performance measurement moved in sync.
Strategic Focus Areas
- - Deep audience segmentation and behavioral insight
- Clear, human-centered message frameworks balancing urgency and reassurance - - Integrated paid, owned, and earned channel strategy
- - Performance-led media optimization and ROAS improvement
- - Community partnership integration for cultural credibility
- - Trust-building through consistent, empathetic storytelling
Execution & Activation
Strategy translated into action through tightly coordinated campaign planning across Open Enrollment cycles.
We oversaw:
- - Paid media execution (search, social, display, video, CTV, audio, OOH)
- - SEO-driven blog and content strategy
- - Website and landing page optimization
- - Social media planning and execution
- - Email and lifecycle messaging
- - Earned media and community activation
- Creative intentionally leaned human, culturally reflective, and emotionally intelligent. Messaging emphasized affordability, choice, free local support, and relevance during real-life events such as job loss, having a child, or aging out of coverage.
- Performance optimization included:
- - Continuous A/B testing
- - Year-over-year ROAS improvement
- - Channel efficiency refinement
- - Conversion-focused content strategy
- Blog engagement became a key conversion lever — users engaging with content were significantly more likely to enroll than those who did not.
Outcomes & Impact
Nevada Health Link emerged with stronger performance efficiency, deeper audience trust, and record-level enrollment impact.
The work elevated the organization’s visibility, credibility, and operational confidence across the state.
Impact Highlights:
- - Record-high Open Enrollment numbers across three cycles
- - Strongest paid media ROAS during our tenure
- - Increased organic traffic, engagement, and time on site through SEO
- - Social and blog content directly supporting enrollment conversion
- - Statewide and national earned media coverage
- - Increased brand familiarity and trust among hard-to-reach populations
- Most importantly, more Nevadans secured coverage for themselves and their families.
Closing Reflection
This work demonstrated that public sector marketing performs best when it is human, integrated, and performance-disciplined.
By combining behavioral insight, empathetic messaging, cultural integration, and measurable execution, Nevada Health Link evolved into more than a marketplace — it became a trusted system of support during critical life moments.
It was sustained, complex, high-stakes leadership work — and it proved that thoughtful strategy can drive both measurable growth and meaningful public impact at scale.
Visit: Nevada Health Link
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