Health-Republic

Health Republic Insurance of New Jersey

Health Republic Insurance of New Jersey (HRINJ) struggled early with poor market positioning and unsatisfactory lead generation. They hired Princeton Partners to revamp their brand messaging and optimize customer acquisition.

To appeal to a marketplace dominated by major players like Horizon Blue Cross/Blue Shield and AmeriHealth, Princeton Partners highlighted an important aspect of HRINJ: its status as a CO-OP.

By positioning the company as a values-driven health insurer, we were able to harness people’s frustration with their limited insurance options and present HRINJ as the member-focused solution. This wasn’t just an advertising campaign; it was a political campaign. Its theme: “Health to the People.”

At the start of the campaign, HRINJ had 4,950 members, with a goal of reaching 15,000. In just three months, HRINJ had converted over 60,000 new members.

HRINJ had 4950 members at the start of the campaign. We helped them grow 1200% in three months to over 60,000 members.

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Case studies