Introduction: Local Service, Lasting Impact
When Your Health Idaho opened its doors in 2013, its vision was ambitious but simple: make health insurance accessible, understandable, and uniquely tailored to Idahoans. Since then, this impactful program has resulted in over 425,000 Idahoans having coverage through Your Health Idaho, a 92% customer satisfaction rate, and 47% of applicants being enrolled for four or more years, a testament to member satisfaction and trust.
But for the Your Health Idaho team, the most important impact is measured in healthier, more secure lives across Idaho. To learn more about their strategies for success, we sat down with Executive Director Pat Kelly and Chief Marketing Officer Nichol Lapierre to talk about the importance of relationships in helping Idahoans gain access to health care coverage.
Relationships at the Core
Your Health Idaho’s early days illustrate the power of relationships in a marketplace that has experienced exponential growth. In July 2013, the team processed 177 paper applications, but by the end of the first open enrollment, nearly 76,000 Idahoans had been covered.
Pat knows this wouldn’t have been possible without Your Health Idaho’s deep collaboration with local partners, brokers, and agents. “We are an Idaho solution for Idahoans. Whether you live in Boise or a small rural town, we’re here to provide information that helps you find the best plan to fit your needs. A key to our success is our network of over 1,000 agents and brokers who are part of your community and a trusted community member, not calling from another state,” shares Pat.
In 2024, the Your Health Idaho three-person Outreach Team built even stronger local ties by coordinating in-person, no-appointment-needed pop-up enrollment events with certified agents and brokers in 19 locations across the state during Open Enrollment for 2025. By collaborating with agents who have deep roots in their communities, Your Health Idaho made it even easier for people to get the expert help they need. These pop-up events proved highly successful – 71% of enrollments were completed with these partners’ help, expanding access to Idahoans.
Making Health Coverage Work for Idaho
The Your Health Idaho team understands that accessibility means more than just having a website – it means being physically present in communities across the state and tailoring outreach to fit local needs. Idaho’s landscape, which comprises 88% of rural land and major urban centers like Boise and Idaho Falls, means a one-size-fits-all approach just doesn’t work.
In 2021, Your Health Idaho launched its “Always Present” media campaign to raise consumer awareness year-round, not just during Open Enrollment, recognizing the growing number of Idahoans enrolling during Special Enrollment periods – a figure that rose by 10% in 2024. This campaign reflects a commitment to ongoing engagement, making sure Idahoans know that support and resources are always available, no matter the season.
In addition to paid media, Your Health Idaho invested time in communities across the state. These efforts translated into a 52% increase in event participation in 2024, as the outreach team attended 73 events at libraries, festivals, and fairs. Special attention was given to communities and areas that have often been underserved, such as North and Eastern Idaho. The team also made strategic connections with industry groups, human resources professionals, and local government employers, including counties and school districts, to help more Idahoans access affordable coverage options.
Partnerships that Power Progress
At Your Health Idaho, progress is a team effort, one that’s driven by strong relationships and a shared commitment to serving Idahoans. Collaboration is not just an internal value: it extends to carefully chosen technology partners who help bring Your Health Idaho’s vision to life, ensuring that Idahoans have the tools and support they need to make confident health coverage choices. Pat states, “I can call Chini [GetInsured’s CEO] any time. We’re true partners, and our successes are interwoven.”
The technology partnership with GetInsured has been crucial in delivering a seamless, user-friendly enrollment experience. As Pat notes, “In 2014, we chose GetInsured because of their focus on making things understandable for everyday people.”
Partnering with GetInsured has helped Your Health Idaho continuously innovate and refine the customer experience. Since 90% of new enrollments are completed online, real-time eligibility tools allow Idahoans to get answers and enroll faster than ever before, while the online help center and the tax-credit estimator empower them to navigate options on their own schedule. The online help center now gives users 24/7 access to articles, FAQs, and step-by-step resources, making it easier for customers to find answers and navigate the application process at their own pace. In addition, an employer-sponsored coverage tax-credit estimator helps individuals quickly determine whether their work-based insurance is affordable and if they qualify for a tax credit through Your Health Idaho.
And despite steady increases in enrollment, these operational improvements – driven both by Your Health Idaho’s ongoing commitment to efficiency and the enhancements made in partnership with GetInsured – have yielded impressive results: despite a 21% increase in enrollments, Your Health Idaho saw a 16% decrease in overall inbound customer inquiry volume. This progress is the result of more streamlined workflows, quicker first-call resolutions, and faster processing times made possible by efforts on both sides.
Looking Ahead: Ready for the Future
As Your Health Idaho prepares for the next decade, the focus remains on expanding outreach and continually improving the customer experience. The team is ready to adapt to changing policies, invest in new tools, and, above all, put people first.
“We care about Idahoans – and it starts with Pat. It’s about taking the time, whether on the phone or out in the community, to let them know we care and are here to help. We invest in helping every person who reaches out,” says Nichol.
Ultimately, Your Health Idaho’s journey is a testament to the power of relationships with partners and, most important, with the Idahoans they serve. As the state continues to grow and change, Your Health Idaho’s adaptability and dedication to service will be essential in meeting new challenges and seizing opportunities. Pat’s words are a reminder of what really matters : “We’ll keep trying new things, learning from our mistakes, and moving forward. That’s the Your Health Idaho way – and the Idaho way.”
To see how Your Health Idaho can help you – and to read more about their journey – visit Your Health Idaho.
