Challenge
HealthSource RI recognized the huge economic importance of small businesses to Rhode Island. But small businesses were hesitating to enroll until they could be sure that it would work to their benefit. Potter Ruiz was tasked with driving enrollment by targeting small Hispanic and Portuguese businesses in Rhode Island.

Insight
The businesses didn’t want to be early adopters because it wasn’t a proven success yet.

Strategy
Reinforced the concept of “strength in numbers,” the more enrollment in HSRI, the more power small businesses would have to make changes in the health care system.

Execution
Developed a multi-channel campaign featuring testimonials from small businesses who had successfully purchased their insurance throughout HealthSource RI and were pleased to share their positive experience with other potential businesses.