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Building Market Presence Through Community Centered Strategy at Peoples Health & Auxilio Platino Medicare Advantage Plan
Building Market Presence Through Community Centered Strategy at Peoples Health & Auxilio Platino Medicare Advantage Plan
Business Need
Auxilio Platino was a new Medicare Advantage plan entering Puerto Rico’s highly competitive healthcare market, where established insurers already had strong brand recognition, provider relationships, and community presence.
To support the launch, Auxilio Mutuo Hospital partnered with Peoples Health, a New Orleans–based third-party administrator with Medicare Advantage expertise. As part of the launch team, I helped build the Community Relations and Marketing function, developing the strategies, partnerships, and outreach initiatives needed to establish a local presence and drive enrollment growth.
Key Challenges
Entering a competitive market: Establishing credibility and trust in a market dominated by insurers with longstanding community relationships.
Building capabilities quickly: Developing teams, infrastructure, and outreach programs within a limited Medicare enrollment window.
Connecting with local communities: Creating engagement strategies that reflected the needs of Puerto Rican communities while supporting enrollment and provider network growth.
Coordinating cross-functional execution: Building a new Community Relations and Marketing function while aligning Sales, Provider Network, Operations, and external creative partners.
Approach
I applied a community-centered, metrics-driven approach to establish market presence, build partnerships, and support sustainable growth:
Develop community insights and partnerships: Engaged 80 local organizations to understand community needs, identify partnership opportunities, and build relationships that strengthened market credibility.
Establish market strategy and measurement: Developed annual plans focused on brand awareness, lead generation, community engagement, and provider network growth. Introduced metrics to evaluate event performance and support regulatory compliance.
Design and deliver community experiences: Led more than 50 community events and marketing initiatives, managing logistics, budgets, objectives, measurement plans, and post-event evaluations to track leads, referrals, and enrollments.
Build team and partner capabilities: Coordinated with Sales, Provider Network teams, and creative contractors to develop marketing materials and support outreach. Guided a newly hired project coordinator to strengthen planning and consistent execution.
Results
Exceeded enrollment goals by 120% within a $500K marketing and community engagement budget while maintaining compliance with local and federal regulations.
Expanded the physician network by 500%, strengthening provider access and market credibility.
Established a scalable, metrics-driven engagement model to support continued market development and growth.
Built a strong local presence in the first year through more than 50 community events and marketing initiatives.
Key Takeaway
This launch demonstrated how local insight, strategic partnerships, and disciplined execution can help an organization establish credibility in a competitive market, build community trust, and deliver measurable growth.
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