Intentional Voice in Tense Times

Open Enrollment is a tense time any year, and at the end of 2024, it was a fever pitch. With extensive changes in Medicaid eligibility, thousands of people across the U.S. were seeking an effective, affordable health insurance opportunity. This was uniquely challenging for New Mexico, whose population has a high health burden and a low average income.

BeWell, New Mexico’s Health Insurance Marketplace, recognized the opportunity to roll out a strong messaging platform to connect New Mexicans with the coverage they need at a price they can afford.

As BeWell’s long-time content marketing partner, Stamats and the BeWell team got right to work.

Record-Breaking Approach

Building upon their newly redesigned website, BeWell implemented a series of How-To blog stories and videos that explained the daunting Open Enrollment process step by step.

Stamats writers tapped into our deep experience in creating warm, accessible content to support BeWell’s authentic connection with their largely Hispanic, Native American, and rural audiences.

Through a combination of paid and organic strategies, BeWell achieved a record enrollment year—breaking barriers and connecting New Mexicans with reliable health coverage.

Community-Focused Outreach

Warm, knowledgeable content is key, particularly when it comes to confusing and overwhelming healthcare and health-adjacent matters. BeWell’s outreach tactics included:

• Organic social media and blog stories about timely Open Enrollment topics, such as how to report tax credits and tips to find gender-inclusive health insurance. Explore the BeWell blog
• Reels and photos to illustrate community engagement
• Email and text messaging campaigns
• Boosted event ads on Facebook and Instagram
• Influencer partnership with para triathlete and BeWell customer Kyle Stepp
• Stragetic earned media mentions, including in The New York Times
• How-To videos that guide people through nuanced steps of the enrollment process

In 2025, BeWell launched a new enrollment platform that required ample customizations for their unique population. Through months of extensive content and workflow revisions, BeWell revamped their out-of-the-box SaaS platform and set a new national example of advocacy in action for health insurance literacy.