New Mexico's health insurance exchange has split with Milwaukee's BVK and put its marketing and communications pact out for bid.

The board of the New Mexico Health Insurance Exchange said Sept. 26 that it was not satisfied with the results of its initial $7M PR and advertising push, noting only 10-30% of its target audience recalled hearing about the exchange.

BVK said in a statement today that it will not take part in the review, despite an invitation from the exchange's board. The agency noted the board voted in July to renew the $6.2M pact through 2015.

"Despite our decision to not pursue the ongoing work we remain supportive of the organization and believe in the importance of the ACA mission to provide access to affordable health insurance coverage for all," said BVK managing director Joel English.

BVK noted that despite "major unforeseen obstacles" like nationwide delays and problems with Heathcare.gov the agency helped the exchange sign up 200K previously uninsured New Mexicans. “We are incredibly proud of the work done and results achieved on behalf of NMHIX,” said English.

NMHIX is taking pitches until Oct. 8.