Marion, Montgomery, Inc.

Community Health Choice, Inc. (CHC) is a not-for-profit health insurance program that provides much-needed healthcare to low-income Houston families. On the verge of being eliminated by the Harris County Hospital District, CHC teamed up with MMI to help increase its membership base.

The Marketing Problem
Growing membership in CHC benefits its members, as well as the organization. However, state law does not permit CHC to market its services in pursuit of new members, and direct recruitment is strictly forbidden.

Our Solution
By hosting educational, yet entertaining events throughout the CHC service area, MMI has substantially increased membership in the program by:

• Encouraging existing members to bring guests to each event, which entices the guests to inquire about membership
• Creating a Kids’ Club that sponsors free functions and discounted tickets to Houston attractions
• Implementing a series of educational baby showers for expectant mothers

The Results

• Over the past eight years, MMI has partnered with CHC to increase membership to levels never before seen in the organization.
• CHC’s membership has increased 1,650 percent over the past eight years working with MMI, growing from 8,000 members in 2001 to more than 140,000 to date.
• The numbers continue to rise and many more events are planned.

Lesson Learned
MMI will find new ways to help you reach your audience. When external mass marketing is not an option, internal marketing generates referrals and word-of-mouth that can grow an organization.