Ambetter Moves Health Insurance Forward
Ambetter — Mission for Better Campaign
Unlocking real enrollment gains by targeting the uninsured instead of fighting for switchers.
challenge
Breaking Marketplace Stagnation
The ACA marketplace had become stagnant, with brands fighting over the same small pool of switchers year after year. Ambetter had historically focused on price-driven messaging, but enrollment among the uninsured remained flat, and brand share declined. Research revealed that most brands avoided the uninsured entirely, viewing them as too difficult to convert. The challenge was to grow the category itself by motivating uninsured consumers to take action for the first time.
audience
From Overlooked to Engaged
While more than 12 million Americans were uninsured, only a subset was realistically movable. Our research revealed who that audience was and how we could bring them into the category. This movable target felt financially stable enough to enroll but believed the healthcare system — and the marketplace — had left them behind. They weren’t looking for bare-bones coverage or the cheapest option. They wanted value, dignity and a brand that would help them navigate a complex system with confidence.
solution
Mission for Better
HLK helped Ambetter shift from competing for switchers to championing the uninsured through a challenger strategy called Mission for Better. The campaign positioned Ambetter as an advocate — on a mission to help people access better coverage, better care and better support. Messaging emphasized value over price, while media strategy prioritized high-uninsured markets, multicultural audiences and hyper-targeted placements. The work supported consumers across the full journey, from awareness through enrollment.
results
Growth Where None Existed
Mission for Better helped Ambetter unlock growth where competitors weren’t looking. The campaign drove meaningful enrollment gains by successfully moving uninsured consumers into the marketplace. Ambetter increased share among new enrollees while significantly improving efficiency. The work proved that focusing on category expansion — not just competition — can drive sustained growth.
+ 33 %
share of new marketplace enrollees
+ 58 %
reduction in cost per lead vs. prior year
+ 12 %
lift in brand consideration (exceeding goal)