AllWays Health Partners

NHP (owned by Partners HealthCare) was largely known as a Medicaid plan serving low-income people. To grow and compete with Blue Cross, Harvard Pilgrim and Tufts, they needed to shift their business focus to the commercial market. (Employers and their employees.)

Working with NHP and Partners HealthCare leadership teams, Mechanica lead the development and assessment of a range of strategic approaches for best aligning the brand with the new business strategy.

After gauging existing NHP associations across employers, employees, brokers, and providers – along with other contributing factors – it was determined that total transformation through a new brand would be the best path forward. Once a complete brand transformation was agreed upon, Mechanica was then tasked with the many important challenges of creating and marketing this new brand, including: Positioning, Naming, Brand ID, Product & Service Co-Creation, Integrated Consumer Campaign, Employee Launch, and Vision/Mission/Values.

AllWays Health Partners, a brand dedicated to challenging the status quo in health care was born. It’s promise to members: “You in every way.”

Mechanica’s latest campaign (“Get un-used to it”) highlights unique offerings, executed in a style equally unconventional for the category.