All children need access to healthcare. This basic human fact is the premise behind the Salud! program created to insure all New Mexico children. The misperception in the marketplace was that only those unemployed or with extremely low income were qualified for this important program. As a result, too many children were left with no healthcare coverage. K2MD Health created the website URL and a strategic multimedia campaign that utilized the Internet as a primary delivery vehicle as well as an information source to inform New Mexico parents of this important program.
The results were phenomenal. Within the first two months of the campaign, Lovelace Salud! enjoyed a net gain in membership which translated to an increase in market share from 15% to 27%!