Repositioning a Medicaid Brand Through Consumer Insight

Overview

After acquiring a Maryland-based Medicaid Managed Care Organization (MCO), CareFirst CHPMD faced a critical challenge: to revive the newly acquired plan, rebuild consumer trust, and reestablish its presence in a competitive Medicaid marketplace.

I led a two-phase market research initiative reviewed under Institutional Review Board (IRB) protocols to ensure ethical compliance and data integrity throughout.

Challenge

CareFirst CHPMD inherited a fragmented brand identity and declining engagement among Medicaid enrollees following the acquisition. Many consumers lacked awareness of the CareFirst brand, while others held misconceptions about coverage and provider access. The team needed data-driven insights to guide messaging, creative development, and community outreach that would resonate with Maryland's diverse Medicaid population.

Research Strategy

The research unfolded across two phases, integrating qualitative and quantitative methodologies to capture both emotional and behavioral insights.

• Phase I: Conducted in-depth interviews and focus groups revealing that cost transparency, provider access, and cultural familiarity were key drivers of trust.
• Phase II: Tested creative concepts from the 'With Care' campaign across English- and Spanish-speaking audiences, identifying the most resonant themes: care, cost clarity, and access.
• Messages framed around community and support outperformed transactional messaging across all tested segments.

Insights & Impact

The research provided a blueprint for repositioning CareFirst CHPMD's Medicaid brand as accessible, caring, and community-rooted.

• Development of a unified brand and message platform built on empathy, transparency, and access.
• Integration of bilingual and culturally relevant materials to increase resonance across Maryland's Hispanic and Black communities.
• Research-informed creative development, media strategy, and partnership outreach ensuring every touchpoint aligned with the new brand promise.