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. To succeed, the organization needed to deeply understand what drives Medicaid members’ decisions—how they choose plans, what influences switching behavior, and which messages inspire trust and retention.

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

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

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RESEARCH STRATEGY / APPROACH:
The research unfolded across two phases, integrating qualitative and quantitative methodologies to capture both emotional and behavioral insights.

Phase I: Workforce Sentiment and Consumer Behavior
Conducted in-depth interviews and focus groups to understand how Medicaid members perceived CareFirst CHPMD and what factors shaped their plan selection. The findings revealed that cost transparency, provider access, and cultural familiarity were key drivers of trust. However, limited understanding of benefits and confusion around plan options contributed to disengagement and switching behavior.

Phase II: Creative Testing and Message Validation
Using insights from Phase I, we tested creative concepts from the “With Care” campaign across English- and Spanish-speaking audiences. Participants evaluated message clarity, emotional appeal, and trustworthiness. The research identified the most resonant themes—care, cost clarity, and access—and revealed that messages framed around community and support outperformed transactional messaging.

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INSIGHTS AND IMPACT:
The research provided a blueprint for repositioning CareFirst CHPMD’s Medicaid brand as accessible, caring, and community-rooted. Findings guided creative development, media strategy, and partnership outreach, ensuring that every touchpoint aligned with the new brand promise: coverage delivered with care.

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Key outcomes included:

• 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.

• Data narratives and research reports that informed CareFirst’s creative testing, outreach strategy, and leadership decision-making.

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RESULTS:
The resulting marketing strategy drove measurable growth and engagement across the Medicaid portfolio. Within two fiscal years, CareFirst CHPMD exceeded enrollment goals twice—reaching 100,000 members in FY2024 and 131,000 in FY2025, surpassing the 85,000-member target. The campaign also improved message recall, reduced confusion around benefits, and strengthened brand perception as a trusted partner in community health.

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OUTCOME: 
Through rigorous research, ethical oversight, and insight-driven strategy, CareFirst CHPMD successfully transitioned from an inherited Medicaid plan to a revitalized, trusted brand. The two-phase research approach not only shaped the marketing direction but also demonstrated how understanding human behavior can transform market position, rebuild trust, and drive sustainable growth in public health coverage.