Building Market Presence Through Community-Centered Strategy
Building Market Presence Through Community-Centered Strategy
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Business Need
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 successfully launch the plan, Auxilio Mutuo Hospital partnered with Peoples Health, a New Orleans–based Third Party Administrator with Medicare Advantage expertise. As part of the launch team, Brenda was brought in to help build the Community Relations and Marketing function, developing the strategies, partnerships, and experiences needed to establish market presence and support enrollment growth.
Challenge
Challenge
Competitive market entry: Entering Puerto Rico required establishing credibility and trust in a market dominated by established insurers with strong community relationships.
Rapid organizational build-out: The organization needed to create operational capabilities quickly—including building teams, establishing infrastructure, and launching outreach efforts within a limited Medicare enrollment window.
Community connection: Success depended on developing localized engagement strategies that reflected the needs of Puerto Rican communities while supporting enrollment and provider network growth.
Cross-functional execution: Brenda needed to build a new Community Relations and Marketing function while coordinating across Sales, Provider Network teams, operations teams, and external creative partners.
Approach
Approach
Brenda applied a community-centered, metrics-driven approach to build market presence and support sustainable growth:
Community Insights & Partnerships:
Engaged 80 local organizations to understand community needs, identify partnership opportunities, and establish relationships that supported market credibility.Market Strategy & Planning:
Developed annual plans focused on brand awareness, lead generation, community engagement, and provider network growth, introducing metrics to evaluate event performance and regulatory compliance.Experience Design & Execution:
Designed and managed more than 50 community events and marketing initiatives, including logistics, budgets, objectives, measurement plans, and post-event evaluations to capture leads, referrals, and enrollments.Team & Partner Enablement:
Collaborated with Sales, Provider Network teams, and creative contractors to develop marketing materials while guiding a newly hired project coordinator to support consistent execution.
Results
Results
Exceeded enrollment goals by 120% within a $500K marketing and community engagement budget, while maintaining full compliance with local and federal regulations.
Expanded the physician network by 500%, strengthening access and market credibility.
Established a scalable, metrics-driven community engagement model to support future growth.
Built a strong local presence through more than 50 community events and marketing initiatives delivered during the first year.
This engagement demonstrates how community insight, strategic partnerships, and disciplined execution can help organizations enter new markets, build trust, and create sustainable 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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