MASSMEDIA INCREASES HCPNV’S MA POPULATION BY 118% BETWEEN 2011 AND 2015.
Over the past five years, MassMedia has played an integral role in developing a cohesive brand for HealthCare Partners Nevada (HCPNV), positioning the organization as a trusted leader in the local health care industry.
A unified HCPNV brand emerged from the most significant obstacle in the company’s history. With no communications plan or team in place, HCPNV enlisted the services of MassMedia in April 2011, seeking to mitigate the potential damage associated with the loss of a large payer contract. MassMedia quickly developed an aggressive communications and marketing campaign in direct response to the issue. Qualitative research conducted by MassMedia among local senior citizens in 2011 highlighted the troubling reality of HCPNV’s fragmented brand. The company had little recognition in the community, with its primary competitor, Southwest Medical Associates (SMA), serving as the most visible brand in the market.
Those affected by the loss of the contract included 7,000 MA patients receiving coverage through UnitedHealthcare’s Senior Dimensions product. These patients served as the target audience for MassMedia’s outreach, as they made up a significant portion of HCPNV’s primary patient population. To effectively reach these members, MassMedia designed the multifaceted marketing and communications campaign to inform local seniors about the contract ending and persuade them to switch insurance companies so they would be able to retain their HCPNV doctors. This strategic effort brought a cohesive voice to the HCPNV brand while highlighting the company’s providers and the important role they play in serving local seniors.
AS A RESULT OF THIS AGGRESSIVE CAMPAIGN, MassMedia and HCPNV persuaded 90 percent of the MA patients affected by the contract cancellation to switch insurance providers and continue seeing their HCPNV doctors. HCPNV secured 8,000 MA lives throughout the Medicare Open Enrollment period in 2011, far surpassing the established goal of 7,000 patients. Prior to working with MassMedia, HCPNV typically secured approximately 1,500 MA lives each year.
Following that, the agency created and implemented HCPNV’s first full-scale communications and marketing plan highlighting its unique model of coordinated care. MassMedia identified the Total Care Model as HCPNV’s key differentiator, leading the agency to focus intently on integrating the approach into every facet of the brand. To develop a truly unified brand, the agency developed messaging and conducted in-depth training sessions for team members at every HCPNV location, including executives, providers and many other team members. The agency has used a variety of tools to reach HCPNV’s core audiences, including media relations, advertising, social media, grassroots and community integration, direct outreach to patients, and direct mail.
HCPNV’s communications strategy shifted beyond simply establishing the brand’s identity to provide an opportunity to connect with patients on a more personal level by sharing real stories from community members and their health care providers. MassMedia effectively utilized brand storytelling throughout this campaign to develop television advertisements, online videos, print ads and other materials. This campaign focused on two core messages, “I am a HealthCare Partner” and “We are HealthCare Partners,” while sharing the brand’s rich story across a variety of channels.
HCPNV now serves as the most recognizable medical network in
Southern Nevada, and the HealthCare Partners name has become
synonymous with quality care.
BETWEEN 2011 AND 2015, THE CLIENT HAS REPORTED: