Designing a product Market Launch with Connected Brand, Community and Business Results
Designing a product Market Launch with Connected Brand, Community and Business Results
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Business Need
Business Need
Auxilio Platino was a new Medicare Advantage plan in Puerto Rico, affiliated with Auxilio Mutuo Hospital. The market was highly competitive, dominated by established insurers with strong resources and aggressive growth tactics. To launch the plan, the hospital partnered with Peoples Health, a New Orleans–based Third Party Administrator, leveraging its experience and infrastructure in the Medicare Advantage niche.
Challenge
Challenge
Launching in Puerto Rico came with its own production-scale challenges. The healthcare landscape operated very differently from the U.S. mainland, demanding a localized strategy to build credibility and connect with the community.
The organization had to move fast—assembling a new team, securing office space, and setting up operations from scratch—while racing against the short Medicare enrollment window of just a few months.
As part of the launch team, Brenda had to build the Community Relations and Marketing function from the ground up—designing outreach strategies and brand experiences that would drive both enrollment growth and provider network expansion.
Approach
Approach
Brenda led the market entry strategy by engaging 80 local organizations to assess community needs and establish key partnerships. She developed annual plans focused on brand recognition, lead generation, and provider network support while pioneering the use of metrics to track event ROI and regulatory compliance.
Each initiative included detailed logistics, budgets, measurable objectives, and post-event evaluations to capture leads, referrals, and enrollments. Collaborating closely with Sales, Provider Network teams, and creative contractors, she also produced marketing collateral—digital and print—and guided a newly hired project coordinator to ensure consistent execution.
Within the first year, Brenda and her team delivered more than 50 events and marketing projects, creating a strong local presence for Auxilio Platino.
Results
Results
Exceeded enrollment goals by 120% within a half-million-dollar budget, fully compliant with local and federal regulations.
Expanded the physician network by 500%.
Established a scalable, metrics-driven community engagement model for future growth.
"Brenda has an incredible passion and enthusiasm for Project Management and Marketing. I recommend Brenda as she has demonstrated leadership, teamwork, attention to detail and excel under tight project deadlines. She creates an environment that pushes the team to think well outside the box and to strive to deliver well beyond the norm. She knows how to put together the story that unlocks a brand and seems to enjoy a fast pace and finding new work challenges to conquer."
Keyla Rodríguez
Provider Network Contracting at Peoples Health |Auxilio Platino, now Strategic Healthcare Partner at Essity
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